Global cosmetics company L'Occitane has invested in marketing attribution technology from Visual IQ as it looks to improve its understanding of how ad campaigns influence customers' purchasing decisions.

The retailer, which operates 2,700 stores worldwide, is using the vendor's IQ Intelligence software to study marketing data across multiple channels in the UK, the US and France.  Bathroom e-tailer VictoriaPlum.com and online fashion retailer Boohoo.com are also among Visual IQ's customer base.

Visual IQ says its technology provides "fractional attribution science and predictive analytics", based on how customers interact with a brand, to recommend ways in which organisations can adapt their online and offline marketing strategies to improve return on investment.

Will Burns, head of digital strategy at L'Occitane, remarked: "It is essential for us to understand the cross-channel purchasing behaviours of consumers.

"Our partnership with Visual IQ will enable us to see where and how our audience is interacting with the brand, and how our marketing efforts are impacting their path to purchase."

L'Occitane's net sales for the first quarter of its current financial year totalled €274.6 million, which represented an increase of 17.5% year on year. At constant exchange rates, the business delivered a sales upturn of 7.8%, with the eCommerce channel outperforming other departments at 21.5% growth.

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