In today’s hyper-competitive business climate, retailers are tasked to develop compelling marketing and engagement campaigns that span across all communication and commerce channels. Although it’s important that retailers launch these campaigns on a consistent basis, they also must leverage analytics to determine the success of these campaigns and understand how to improve their future initiatives.
JCPenney uses Origami Logic, a marketing intelligence and analytics platform, to connect visuals and metrics, and capture a more comprehensive view of campaign performance across marketing channels. In fact, the technology is integral to the retailer as it focuses on strengthening relationships with new and recurring customers.
“After hearing from a peer within the social media industry discuss how impressed she was with Origami Logic’s platform and seeing them referenced on a social media discussion board in regards to their work with Visa, I reached out to learn more and discuss the potential for a pilot,” said Sean Ryan, Director of Digital Marketing at JCPenney.
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Ryan and his team use the Origami Logic platform as a back-end tool to evaluate the success of campaigns. In turn, this “helps us shape our strategies and goals for future campaigns,” Ryan noted. For example, JCPenney launched a social media campaign during the Oscars inviting consumers to share photos of their personal style using the hashtags #JCPLookbook and #JCPStyle. The retailer then turned a select number of photos into fashion illustrations of consumers wearing outfits from the JCPenney spring assortment. These images were then published on the retailer’s Tumblr page and in the JCPenney Lookbook.
The Origami Logic platform generates content cards that combine the creative, such as ads, videos, social messages or any other digital asset, with key performance metrics. It links these cards across all channels and provides access within a dashboard or through a search interface. As a result, JCPenney can share campaign data and intelligence, such as impressions, clicks, engagement and spend, throughout the entire organization.
“One of my biggest goals is to better communicate the results and value we create across our social media platforms,” Ryan explained. “Origami Logic has helped deliver that by making our reporting easier and more powerful at the same time. By better visualizing the wealth of data we have, we can better explain the impact our digital marketing has on the business and where it was most successful.”
Digital marketing team members can customize how all campaign data is presented by using their own formulas, and then visualize that data in a powerful way, according to Ryan. “Data from social media can often be the least understood marketing data. But with Origami’s platform, we’re able to create a dashboard that makes our data come to life to tell a deeper, more visual story.”
*Photo courtesy of JCPenney
