How to build a multi-million euro, centralised European GTM strategy backed with customer intelligence.

The Challenge

Despite a mature infrastructure set up, Canon Europe lacked the visibility of how their marketing was really performing. This, combined with a large number of countries to serve and limited resource in central paid media was often resulting in underperforming and thinly spread paid media. Canon Europe needed a partner who could cut through the vast amount of data on hand, to develop a sophisticated media investment plan that would drive and scale opportunities in an industry where buying behaviour was drastically changing.

“We needed an agency who really understood the marketing and sales funnel, someone who could really help optimise our initiatives towards revenue and business objectives”.

Ryan Stewart, Canon

Paid Media Channels

Google Ads Bing Ads Facebook Instagram Linkedin 6 Sense

Regions Managed


The Solution

Ziggy worked with Canon Europe to conduct a deep customer analysis that determined the key drivers of marketing performance in previous years. This analysis also considered wider market and competitor research, that enabled Canon to identify clear opportunities across a connected campaign journey. From this, Ziggy built a data-led strategy, including media forecasts and revenue projections, which supported Canon Europe in prioritising investment into markets that showcased growth opportunities. This approach also allowed for a test and learn environment within core channels and markets, and allowed for local learnings to be applied to relevant aspects of the core campaign

Results at a glance
+ 0 %

of revenue came from three core markets

< 0 %

market penetration helped inform opportunity to scale

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