Pandora appoints 55 London to polish up data strategy

Upmarket jewellery retailer Pandora is aiming to maximise the potential for online activity to drive new and loyal customers by appointing 55 London to handle the brand’s data and analytics strategy.

The agency, part of You & Mr Jones, has been briefed to draw up a forensic appraisal of digital attribution models and technology vendors, and an in-depth analysis of Pandora’s current martech set-up paired with detailed recommendations to improve data availability between tools.

From this, 55 London will collaborate with Pandora marketing teams to implement a global attribution programme to better understand the consumer journey and the role that each digital channel plays in the process.

The agency will also work alongside Pandora’s in-house data and analytics team to help improve its marketing ROI by collaboratively developing and implementing a new digital media attribution strategy.

The ultimate aim is to enable the brand to more effectively allocate marketing budgets for advertisements across a wide range of digital channels.

Pandora head of digital Charles Ashby said: “Pandora deploys media across the full range of digital channels, and its critical to understand how they contribute to our sales and branding. We are delighted to be working with 55 London to ensure we have a best-in-class implementation, and to review our processes in the light of changes in the adtech environment and GDPR guidelines.”

55 London managing director Richard Wheaton added: “Pandora is a wonderful brand, and digital media provides a crucial toolset for dazzling customers with their products and inspiring purchase and repurchase.

“We are delighted to be working with them to gain better insight into the impact of digital media to grow awareness and reach, and to harness this engagement to grow e-commerce and instore sales.”