Mazda’s partnership with Jaywing was born from the need for tactical and strategic data-driven decision-making and to optimise overall digital channel measurement activity. Mazda UK wanted more granular cross-channel data and insights from their marketing activity in order to make smart decisions that power growth by making vital changes to their marketing mix and downstream activities. Understanding how their digital and paid media investment impacts sales was a key challenge faced by the UK business. They looked to understand the quality of leads and conversions generated by digital media campaigns while ensuring that budgets for this activity continue to be secured against the backdrop of yearly reductions in marketing investment.
We aimed to ease concerns about lead and marketing touchpoint quality and ensure that all activity is optimised towards those most likely to convert to a car sale.
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 touchpoints, 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.
- 7.5 million customer journeys modelled.
- 20 million touchpoints collected and connected.
- 450 million display impressions modelled.
We’ve shown Mazda where a lack of spending in display was creating a £1 million lost opportunity, and precisely where campaign ROI is five times higher for new customers than existing ones.
Claire Andrews, Marketing Director at Mazda UK said, “Having a data-driven view of the entire user journey and impact of our marketing activity is enabling us to refine our marketing strategy and ultimately improve both the customer journey and brand experience.”