On the 19th October we travelled to Manchester to celebrate the best the marketing industry in the north has to offer. The Northern Marketing Awards are in their fourth year, and aim to acknowledge excellence and creativity in private, public and not-for-profit sectors. We were nominated with Argos in the Best Use of Research or Insight category. Having won this award last year we were keen to defend our title, and we were not disappointed. Despite stiff competition from a range of strong campaigns we were announced as winners on the night.
The campaign – tailoring marketing activity to seasonal patterns
As part of an ongoing growth strategy, last year we set out to investigate how we could better predict Argos’ performance in relation to annual seasonality and key events in the retail calendar (for example Easter weekend and Black Friday).
Using historical paid media data, we created a statistical picture of annual seasonal demand for each of Argos’ portfolio of products. We were then able to use this information with our performance marketing platform, Forecaster, in order to decide where and when to spend marketing budget to generate the greatest return. This resulted in record-breaking return on investment for Argos.
We are honoured to have received this accolade – the second win this year for our work with Argos, after we were awarded Best use of Data at the Drum Search Awards – and we look forward to next year’s awards!