Swarovski, the jewellery and accessory brand sported by Beyoncé, Taylor Swift and Rita Ora, is deploying a new marketing attribution platform to ensure that it is crystal clear exactly where the group’s global adspend is going.
The consumer goods division – which accounts for almost 75% of Swarovski Crystal Business net sales – is implementing Ipsos MMA’s “unified customer attribution” scheme across EMEA, APAC and North America.
It is claimed the platform provides clients with the ability to measure and predict the sales impact of traditional marketing activity as well as digital media at the most granular levels.
This includes optimising media to drive omnichannel business performance objectives down to the channel, message, ad format, device, timing and customer segment level, balancing broad media with personalisation on a weekly basis.
It will also determine optimal investment levels for each country it operates in as well as establish media planning best practices to improve the effectiveness and efficiency of all paid and owned marketing and media channels.
Ipsos MMA executive vice president at Douglas Brooks said that all too often companies measure the impact of marketing, media and key business drivers in individual silos. As a result, when you add the silo-based results together, it can equal 150% of the business which leads to internal debate, challenges related to gaining cross-functional buy-in and limited to no usage.
He added: “We are working collaboratively with cross-functional teams globally and locally to develop a holistic capability that evaluates traditional, digital, social and personalised media within the context of all business drivers including operations, external factors and brand metrics.”
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