Mazda revs up data strategy with Jaywing appointment

Mazda UK has appointed Jaywing to handle a major data analysis brief which will see the agency track interactions with all owned online properties and assess the effectiveness of marketing activity across the car maker’s 135 dealership and main brand websites.
The appointment follows a six-month pilot of Jaywing’s digital tracking tool, Almanac, and Mazda will now will use the scheme to capture and uncover the sales impact across display, social and PPC.
It is claimed the tool will enable the brand to track all online behaviours and see complete customer journeys as people switch between different channels and devices.
By combining this with purchase data, Jaywing insists it can directly attribute online journeys to sales. Jaywing’s analysis will also allow Mazda UK to identify key online touchpoints before purchasing, and understand how customers interact between the brand and dealerships websites, and are influenced by online marketing, at points of consideration and purchase.
Mazda UK marketing director Claire Andrews said: “Almanac has unique online tracking capabilities that provides us with a user journey, data-driven view of the impact of our marketing activity. We aim to use the data provided to refine our marketing strategy and ultimately improve the customer journey and brand experience. We are delighted with the insight provided to date and look forward to working further with Jaywing to optimise campaigns across channels.”
Jaywing managing director Ben O’Brien added: “Today, marketers have access to more data than ever before, from multiple sources, channels and devices. This presents a huge challenge as marketers battle to understand the full customer journey.”
O’Brien said that Almanac has been developed to help brands capture online data so that they can build an accurate picture of both online and offline behaviour and then use this to deliver improved marketing effectiveness across any channel and device.
“Coupled with our unique data-driven approach to attribution modelling, brands can remove the bias that comes with more commonly used attribution methods, such as rule based and channel weighted models, and focus on attributing to an individual to gain a more accurate view of which touchpoints influence the customer journey.
“We are confident Mazda will quickly reap the benefits of advanced attribution to make more impactful decisions, acquire customers at an optimised cost and achieve better business results.”