Following a six month pilot of Jaywing’s ground-breaking digital tracking tool, Almanac, Mazda is continuing to work with us to deliver people-based marketing strategies by tracking interactions with all owned online properties and assessing the effectiveness of marketing activity across its 135 dealership and main brand websites.
Using Almanac, Mazda is able to capture and uncover the sales impact across display, social and PPC. The tool enables the brand to track all online behaviours and see complete customer journeys as people switch between a plethora of channels and devices. By combining and analysing user journeys from Almanac with purchase data, Jaywing 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.
Claire Andrews, Marketing Director at Mazda UK 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”.
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