Mapping drives Cardiff shop launch

A bespoke data and mapping platform developed by BD has enabled media agency Zeffa to optimise marketing plans, including those for the St David’s Shopping Centre relaunch in Cardiff. Using Prospex, combined with P’ and JICREG data, the agency was able to map customer location against outdoor sites, radio and press coverage. Visualisation of campaign plans was an important feature of the solution delivered.

“Prospex has become a fundamental part of our planning and we find our clients love to see something concrete rather than facts and figures presented on a PowerPoint slide,” said James Robinson, account director at Zeffa. To help reposition St David’s as the “fashion destination for Wales”, key consumer segments were targeted using the tool, leading to a post-opening rise in “Designer Junkies” and “Aspiring Spenders” among shoppers at the centre

Latest from Marketing Week

Marketoonist on whack-an-idea

Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here