FUELLING PERFORMANCE
We’re helping Mazda to understand the sales impact of display, social, email and PPC activity. More than audience insight, our analysis has revealed how consumers are influenced by online touch-points, how they interact between brand and dealership websites, and their switching behaviour between channels and devices. Measuring the impact of marketing activity for each model and customer segment is driving new, more effective marketing and media strategies for Mazda. We’ve shown where a lack of spending in display was creating a £1M lost opportunity and precisely where campaign ROI is 5x higher for new customers than existing ones.
A data driven view of performance
touchpoints collected and connected
increased ROI through optimised email content
reduction in cost per lead
Jaywing’s outputs are really smart. They take complex data and transform it into digestible insights which support our longer-term strategic investment decisions, whilst also identifying immediate actionable savings across our marketing mix."
Best Use of Attribution
MAZDA used our powerful cloud data platform from the Accelerator Lab, Almanac, to host and manage data and code for their data-driven multi-touchpoint attribution model. By centralising and consolidating data from a wide range of sources into a single, secure environment Almanac connected 20 million customer touchpoints, leading to an 82% increase in ROI on email campaigns and a 14% reduction in cost per lead, transforming Mazda’s data into a valuable resource for targeted, high-impact marketing strategies.
