Studio, one of the largest multi-channel retail businesses in the UK, has appointed data-powered integrated agency, Jaywing, as its marketing measurement and effectiveness partner. 

The retailer, which serves around 2.2 million customers a year through direct marketing and online channels, approached Jaywing as part of the digital transformation of its business, looking to gain a holistic and consistent approach to marketing performance and reporting.  

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Through advanced data-driven attribution and econometrics modelling, the partnership will provide Studio with a single, objective view of marketing activity and campaign performance across all channels including digital, CRM, print and TV, including the role and importance of each marketing touchpoint. Enabling the brand to benchmark ROI against all marketing channels and ensure it allocates the right spend to drive its objectives, particularly in ATL media. 

Jaywing’s team of data science, technology and digital marketing experts will work closely with Studio to help the brand determine the overall impact of its activity, optimising both marketing strategy and investment decisions. As well as enabling the business to have greater confidence in forecasting, and in setting and meeting targets to achieve its business objectives. 

Of the new partnership, Ed Child, Head of Enterprise Data, at Studio said, “A key objective for our business is to elevate our approach to measurement, giving us a greater level of accuracy in understanding marketing performance when making significant investment decisions. Jaywing will be a critical partner to help us drive data informed decisions with our media spend to gain an impartial, objective and transparent view of marketing effectiveness.” 

Catherine Kelly, Director of Performance & Media Science at Jaywing said, “We are delighted to be working with Studio. We understand that businesses spend large sums of money across the whole marketing mix, but rarely see the full view of how effective each channel is or how they amplify one another. Through integrated econometrics and attribution modelling, powered by our proprietary technology, we will help Studio ensure consistent, effective and efficient use of spend and a unified, 360-degree view of marketing performance.”