Asda’s merger with Sainsbury’s may still be up in the air but the supermarket giant is aiming to ensure that not a penny of its digital marketing spend is wasted by implementing a new data-driven attribution model from Jaywing.
The retailer was searching for a partner that could combine technology and data to accurately measure and optimise its large-scale marketing investment across all digital channels.
Jaywing’s team of marketing effectiveness and digital marketing experts will work closely with Asda to turn the data visualisations and outputs of the attribution modelling into actionable insight to inform and optimise future marketing investment decisions.
A key feature of Jaywing’s approach is the ability to measure “base sales” – the volume of sales achieved that have purely been driven by Asda’s brand awareness and equity.
The agency will work alongside Prophecy Unlimited, which has held a chunk of Asda’s CRM business since 2015. Proximity London also works on the account as part of the AMV BBDO Group, which took over most of the advertising business last year.
Publicis-owned Blue 449 runs media planning and buying.
Asda marketing effectiveness manager Andy Miles said: “Following a thorough market review, we’re pleased to announce our new partnership with Jaywing. Collaborating with Jaywing will enable us to better understand customer journeys across digital touchpoints, so that we can understand the contribution each marketing touchpoint has made to it.
“We’re hoping this new approach gives us far greater accuracy than traditional approaches such as ‘last click’ models. We’re looking forward to developing the partnership further over the coming months.”
Jaywing managing director Ben O’Brien added: “This partnership with Asda is a great testament to the advancements we’ve made in solving our clients’ marketing attribution challenges.
“Some time ago we identified that many clients were spending large sums of money on marketing but tended to measure the effectiveness of that activity in a very basic way.
“Our data science, technology and digital marketing teams took this challenge on, and have created a truly ground-breaking marketing attribution proposition. Our growing client list with brands such as Asda in this space is a credit to this work.”
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