Crystal jewellery chain Swarovski's consumer goods business (CGB) has partnered Marketing Management Analytics (MMA), an Ipsos Company, to deploy the unified customer attribution capability across APAC, EMEA and North America.
Swarovski aims to optimise marketing and media investments more holistically through the capability. Doing so is "critical" to steering the company's marketing performance on a global scale, said Alex Schellenberger, SVP marketing management at Swarovski CGB. Swarovski's global and local teams are currently working together with Ipsos MMA to address various unique data, analytic and change management challenges in the process of implementation.
According to a press statement, the capability provides clients the ability to measure and predict the sales impact of traditional marketing variables, as well as digital media programming at the most granular levels. Therefore, it can help drive omni-channel business performance objectives specific to the channel, message, ad format, device, timing and customer segment level.
The unified customer attribution capability also establishes media planning best practices to improve the effectiveness and efficiency of all paid and owned marketing and media channels. It can understand and respond to the impact of a holistic range of business drivers including operational factors, external factors and marketing on an ongoing basis. It also balances broad media with personalisation on a weekly basis, and determine optimal investment levels for each country globally.
Douglas Brooks, EVP at Ipsos MMA, said there are too many cases where companies measure the impact of marketing, media and key business drivers in individual silos. "As a result, when you add the silo-based results together, it can equal 150% of the business, which leads to internal debate, challenges related to gaining cross-functional buy-in, and limited to no usage," he explained.
Robert Cardarelli, SVP of Ipsos MMA, added: "We are implementing a unified measurement solution that focuses on the unique business needs across global markets while being flexible in order to address the important data challenges in each country."
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