Our recent acquisition of Emerald Thinking has greatly expanded our capability in the areas of human insight, data science and data planning – a key step as we continue to improve our award-winning CRM offering for leading brands such as Wickes.
After successfully collaborating on a number of different projects together, our work alongside Emerald on Wickes’ ‘Missions & Motivations Engine’ (MME) added £7m worth of incremental value through its first programme alone, and earned wider industry acclaim at the Marketing Week Awards 2022.
The MME’s transformative results saw us take home top prize in both the ‘Retail & Ecommerce’ and ‘Best Use of Segmentation’ categories, while we also won the prestigious ‘Grand Prix’ award, making Wickes the most successful brand on the night.
A machine-learning model, the MME is designed to influence customer behaviours by tapping into what they want to achieve in a DIY job (the Missions) and their reasoning behind it (the Motivations), and then creating relevant messaging based on these twin factors.
The wealth of human insights uncovered by the MME allowed us to completely revolutionise Wickes’ marketing strategy. Out went isolated product communications, replaced by hyper-personalised Mission and Motivation experiences that drove genuine customer engagement.
Tracking conversions, category spread, weight of purchases, frequency and longevity of Missions helped us to gauge behaviour change, while perception shift was measured in engagement with the comms and content we deployed.
“The work Team ITG delivered for Wickes was a complete game changer for our brand. Many creative agencies come up with the big ideas, but few can deliver it with such excellence.”
Gary Kibble, Chief Marketing & Digital Officer, Wickes
Our data-led, tech-driven model is enabling leading brands speak to their customers in the right way while delivering meaningful connections and experiences that help establish long-lasting relationships – and drive outstanding results.