High street optician Specsavers has appointed data science consultancy Ekimetrics to help it transform its approach to Marketing Mix Optimisation (MMO).
As a result of the three-year partnership, the consultancy firm will help Specsavers embed frequent learnings into both strategic and day-to-day planning of its marketing activity.
It will also help the high street retailer focus on its media laydown and spend.
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The programme will also encompass online and offline channels, including TV, CRM and Specsavers’ growing digital activity.
“The ability to refresh models more frequently and responsively will help us to establish a stronger marketing effectiveness culture,” Specsavers senior insight manager Iain Stanfield said.
“Marketing contributes significantly to the Specsavers brand position and sales growth. We strongly believe that a data driven approach will help us go beyond our current trajectory of organic growth by anticipating changes in market conditions and consumer behaviour.”
Ekimetrics UK MD Matt Andrew added: “Specsavers’ marketing campaigns are iconic. The turmoil of recent years has seen huge changes in buying behaviours, which is why forward-looking brands like Specsavers are rightly investing in building up their in-house MMO skills.
“MMO is a journey, not a destination, and requires constant evolution to drive lasting change. The team at Specsavers has the long-term vision to realise this and understands how maturing their data analysis can help shift the needle.”
