John Lewis has signed a partnership with analytics firm Neustar to help the retailer understand what drives market-led sales and inform its campaigns.

John Lewis wanted to bring together its extensive range of data assets together under one solution that could offer insight into how its campaigns are impacting upon sales, as well as the impact of non-media drivers, such as weather patterns.

The partnership allows the retailer to underscore its campaigns with deep analytics, which have revealed revenue of up to £8 for every marketing pound spent. The partnership has also enabled John Lewis to understand the level to which marketing is a key driver for revenue, and how it has contributed to sales.

Emma Nicholson, senior insight manager at John Lewis, said: “Neustar has invested in John Lewis to not only help us optimise our marketing spend, but also to enhance data driven decision making within the company. Thanks to this partnership, we are generating a wide range of insights including the impact omnichannel campaigns have on sales from our different categories and customer segments, and these analytics are supporting the development of our business plans.”

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