Jewellery retailer Pandora appoints Fifty-five as its data consultancy

Pandora accelerates digital marketing agenda

In the face of the growing role of digital media in building brand and driving sales, Pandora is investing to maximise the potential for online media to drive new and loyal customers instore. A critical part of this initiative is to deepen the marketing team’s insight into the commercial impact of its digital marketing investment on the brand experiences of its customers. To support this mission with a range of advanced tracking and analytics tasks, the Pandora digital team has appointed data consultancy Fifty-five London.

The work includes a forensic appraisal of digital attribution models and technology vendors, and 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.

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.

Fifty-five is a new breed of data company that is focused entirely on the use of data 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, which leaves them clearly aligned to their mission, which is to help brands leverage data and technology, to improve marketing, media and customer experience.

Charles Ashby, head of digital at Pandora comments: “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”.

Richard Wheaton, managing director, Fifty-five comments: “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.”