At Jaywing we have unveiled our latest innovation, developed in our Accelerator Lab. The Marketing Impact Score (MIS) is set to revolutionise how brands compare, measure and optimise their digital marketing performance.
MIS is the first fully objective measure of digital performance that provides a contextual comparison between brands. It gives brands the power to compare their performance in driving website traffic against competitors, tracking progress over time and identifying opportunities to optimise marketing strategies across digital channels.
Joe Crawforth, AI Research and Development Leader in Jaywing’s Accelerator Lab, said:
“The Marketing Impact Score provides a comparative view of a brand’s performance across digital channels. At the lowest level there is a score for each channel, enabling direct comparison with chosen competitors. These scores layer up to give marketers a genuine understanding of their brand’s digital presence (Brand Power) and the extent to which it is supported by paid media (Paid Support) which are then combined to create the single, headline Marketing Impact Score."
“The suite of Marketing Impact Scores enables businesses to make data-driven decisions to optimise their digital channel strategies. Marketing impact isn’t a feeling anymore. It’s a fact.”
This objective measurement across digital channels gives brands a clear understanding of how well they are doing at attracting their target audience against key competitors. With scores produced monthly, this enables the tracking of performance over time so that the success of initiatives can be measured and changes to strategy by competitors can be detected and responded to.
Having an objective and detailed understanding of channel performance compared to competitors allows an organisation to pinpoint opportunities for improving its ability to attract the target audience and maximise the value derived from its marketing spend.
We have used early outputs of our Marketing Impact Score with a number of existing and prospective clients. For example, it was used to identify the latent power in an insurance company’s brand which has allowed them to quantify new opportunities using paid channels to increase traffic and market share against the leading brands in the sector.
For a retailer with a network of physical stores and strong online presence, the scores have informed the planning of a strategy for digital channels that uses marketing spend more efficiently on paid channels. In a highly competitive sector it has helped them to make inroads against competitors with much higher budgets.
The Marketing Impact Score has also been successfully used by a traditional supplier of home improvement products enabling the company to develop a digital strategy that tactically leverages its brand strength. This has driven efficient performance helping to counter new competitors who are heavily investing in paid channels to grow their market share.
Malcolm Clifford, Jaywing's Accelerator Lab Technology and Strategy Leader, emphasises that it’s an approach that can work across a variety of sectors:
“Because the score is an objective and contextual representation of website traffic, we have shown that it provides valuable information in all sectors including FMCG where the main focus isn’t driving traffic to the website. In this scenario it is important to understand how digital channels can help drive awareness and consideration to support sales in addition to generating sales opportunities directly."
“A growing body of research has established the relationship between search data and market share. We have quantified the mathematical connection, demonstrating why incorporating branded search data into the models significantly enhances their predictive power."
“The insights from the Marketing Impact Score have been used to help an FMCG drinks brand understand how competitors were using digital channels to drive sales, including a challenger brand that was using paid channels to drive customers to a new sampling portal."
“In response, Jaywing helped shift the brand’s focus towards grocer promotions, adjusting paid advertising messaging to counteract the competitor’s new strategy. This quick pivot allowed the brand to maintain its market share and strengthen its digital presence amid heightened competition.”
The Marketing Impact Score is now available, giving brands immediate access to their headline score as well as those of their competitors. With free access to up to six months of historical data, businesses can easily track their performance and monitor progress over time.
Our clients gain exclusive access to the extended capabilities of its Marketing Impact Score, alongside the full suite of AI-driven technology developed within our Accelerator Lab. These exclusive, in-depth insights go beyond what’s publicly available – including channel-specific analysis and tailored recommendations. Our comprehensive set of tools equips brands with the insights they need to stay ahead of the curve and ensure long-term success.
“The launch of our Marketing Impact Score is the latest in a long line of innovations driven by the team in our Accelerator Lab,” said Dr. Catherine Kelly, Jaywing MD and Chief Data Scientist in the Lab. “It marks a significant leap forward in empowering brands to make informed, data-driven decisions that drive measurable growth and improve their competitive positioning.”
At Jaywing, we are proud to be powered by data science and driven by innovation. With over 25 years of experience, we have built a reputation for delivering powerful, measurable marketing solutions that drive growth for our clients across varied sectors, including retail, FMCG, automotive, higher education and financial services. Through the Accelerator Lab, we continue to push the boundaries of AI and digital marketing.