Summit and Argos triumphed not once, but twice last night at the 2015 Northern Marketing Awards, taking home the top prizes in the Best Retail and Best Use of Research or Insight categories. We were up against stiff competition in both categories, including impressive campaigns from Asda, Greggs, Interflora and Dreams Beds. We are no strangers to the Northern Marketing Awards, having won in the Retail Campaign of the Year category in 2014, again for our ground-breaking work with retail giant, Argos.
Synchronising paid search with weather, TV and seasonality
Paid search has become a key acquisition channel for Argos during their long relationship with Summit. Our performance marketing platform, Forecaster, puts predictive analytics at the heart of Argos’ campaign planning, giving us the capability to make accurate decisions about where and when to spend budget in order to generate the greatest possible return. After record-breaking results in 2013-14, we began to look at new ways we could improve Argos’ performance further by optimising their accounts based on the impact of external factors, including television advertising, annual product seasonality and weather changes. Our statisticians developed new facets of Forecaster which allowed us to model these relationships with sufficient accuracy to implement daily budget and optimisation changes in real-time. In 2014-15 we achieved a 35% year-on-year increase in revenue from Argos’ paid search channel, and despite a significant increase in budget our cost of sale was nearly 60% lower than targeted.
The Northern Marketing Awards judges commented: ”This campaign showed how
the team got to grips with what was needed for the client to be successful in its endeavour. It showed an awareness of the social climate and demonstrated how to penetrate the market. A very strong campaign that judges felt was very impressive … [T]his campaign was sophisticated and creative in its use of analytics … [It] genuinely used research, data and insight in a truly impressive way, and is a very worthy winner.”
We have been shortlisted for several other upcoming awards in recognition of this work, including a UK Search Award and two Masters of Marketing Awards. Congratulations to all of last night’s winners; see you again next year!