Uncovering the sales impact of display, social and PPC for Mazda UK
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.
Spending tens of millions of pounds a year on the channel, Mazda wanted to understand how well display was performing and link media spend to actual vehicle sales. By merging online tracking data with customer and purchase data using our proprietary tracking tool Almanac, we could directly attribute online journeys to sales.
We provide granular insight into the effectiveness of other marketing channels for Mazda, uncovering sales impact across display, social and PPC. Our analysis allows Mazda UK to identify key online touchpoints before purchase, helps to understand how customers interact between the brand and dealerships websites, and how customers 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”.