Pandora accelerates digital marketing agenda with hire of fifty-five as consultancy agency

By Olivia Atkins | Branded Content Writer

Fifty-five London

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November 14, 2019 | 3 min read

Global jewellery retailer Pandora has appoints fifty-five, part of You & Mr Jones - the world's first brandtech group - as its data consultancy company.

Pandora is in the process of invcreasing its investment in digital media as a way to build its brand and drive sales, as well as attract new and loyal customers instore. The brand is interested in the commercial impact of its digital marketing investment and how this could improve its customer's experience of the brand.

The team brough fifty-five London on to support this mission and share their knowledge of advanced tracking and analytics tasks.

The consultancy company will work on supplying a forensic appraisal of digital attribution models and technology vendors, as well as an in-depth analysis of their current mar-tech setup paired with detailed recommendations to improve data availability between tools. From this, fifty-five’s data experts will collaborate with a range of Pandora teams to implement a global attribution program to better understand the whole consumer journey and the role that each digital channel plays in the process.

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fifty-five will work alongside Pandora’s in-house data and analytics team to help improve its marketing ROI by collaboratively developing and implementing an effective digital media attribution strategy that will enable them to more effectively allocate marketing budgets given the frequency and recency of their advertisements across a wide range of digital channels.

Richard Wheaton, MD at fifty-five said: “Pandora is a wonderful brand, and digital media provides a crucial toolset for dazzling customers with their products and inspiring purchase and re-purchase. We are delighted to be working with them to gain better insight into the impact of digital media to grow awareness and reach, and to harness this engagement to grow e-commerce and instore sales.”

fifty-five uses data entirely to support their clients’ ambitions to capture, analyse and deploy customer insights in the most efficient and effective ways, leveraging industry standard technology platforms and conforming to the requirements of data compliance. They are unusual in that they are entirely focused on their clients’ data requirements, and they do not buy media or build websites so they can help brands leverage data and technology to improve marketing, media and customer experience.

Charles Ashby, head of digital at Pandora said: “Pandora deploys media across the full range of digital channels, and its critical to understand how they contribute to our sales and branding. We are delighted to be working with fifty-five to ensure we have a best-in-class implementation, and to review our processes in the light of changes in the adtech environment and GDPR guidelines”.

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The rapid shifts in technology have dramatically changed the way people interact and engage with brands. As media, distribution and creativity are being disrupted, the distinction between online and in-store sales has been blurred.

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