Iconic optical retailer Specsavers has commissioned data science consultancy Aximetrics to help transform its approach to MMO (marketing mix optimization). Ekimetrics helps integrate iterative learning into strategic marketing planning and day-to-day activities, as well as positioning and media.
The three-year project provides detailed, "always-on" insights into media performance drivers for short-term business engagement and long-term brand development. The program includes online and offline channels including TV, CRM and SpecSaver's growing digital business.
As part of the programme, Ekimetrics will help Specsavers build a data automation infrastructure. This gives Specsavers a version of the truth on which to base all marketing planning decisions and respond to the changing landscape and key business issues. The targeted infrastructure model provides the capacity needed to increase renewal rates.
In addition, Specsavers teams will have access to the digital optimization platform to plan and forecast their marketing spend and expected ROI. The platform is essential to ensure the integration of analytical data into the organization's decision-making processes across all functions, and will serve as the foundation for creating a framework that anticipates growth while mitigating transaction costs. All of this marks a major shift in Specsaver's approach to data-driven marketing.
Ian Stanfield, Senior Insights Manager at Specsavers, said of the partnership: “Ecimetrics' business vision for this major transformation program impressed us from the start. The team takes a deep look at everything from the roadmap to implementation and training.
"Being able to update the model frequently and respond quickly will help us create a strong culture of marketing effectiveness. Marketing is a major contributor to Specsavers' brand positioning and sales growth. A data-driven approach that anticipates changes in our market conditions and consumer behaviours... our current growth It will help us overcome the path of organic".
Matt Andrew, UK MD, Acimetrics, added: "Specsaver's marketing campaigns are iconic. The upheavals of recent years have led to huge changes in shopping behaviour, so pioneering brands like Specsaver are investing directly in developing their MMO capabilities. MMOs they're. a journey, not a destination; And they need constant evolution to drive lasting change. The Specsavers team takes a long-term view to realize this and understand how their data analytics can shift the maturity needle.
