Yesterday it was announced that Summit, together with Argos, has been shortlisted in the best paid search campaign category at the 2017 Performance Marketing Awards. Now in their 11th year, the Performance Marketing Awards aim to showcase exceptional work within the digital arena. The awards ceremony will take place in London on 25th April, when the Grosvenor House Hotel will play host to leading retailers and brands for a night of celebration and recognition.
We are shortlisted in the best paid search campaign category alongside entries from Virgin Media, Butlins and Money Supermarket, among others.
Tailoring Argos’ marketing activity to seasonal patterns
Continuing a long and successful working relationship with Argos, last year we set out to investigate how we could better predict performance in relation to annual seasonality and key events in the retail calendar (for example Easter weekend, Valentine’s Day and Black Friday).
Using historical data, we created a statistical picture of annual seasonal demand for each of Argos’ vast range of products. Using this information in conjunction with our proprietary performance marketing platform, Forecaster, we were then able to decide where and when to spend marketing budget in order to maximise performance. This resulted in record-breaking return on investment for Argos.
This work has been recognised at a number of awards over the last 12 months, including the Drum Search Awards and Data Storytelling Awards. We’re looking forward to a night of celebration next month at the Performance Marketing Awards ceremony, and we wish the best of luck to all nominees.