At Manchester Digital, we like to interview our members to find out a bit more about what they do and their work in the Greater Manchester digital and technology sphere. This week, we're speaking with Catherine Kelly, Managing Director of Jaywing.
Jaywing has a rich 25-year history rooted in data. How has your expertise in data evolved over the years, and what sets you apart from other agencies in today’s data-driven world?
Since our inception in 1999, Jaywing has harnessed the power of data science to transform businesses, redefining marketing intelligence and setting the standard for innovation. While AI has only recently captured mainstream attention, our journey began decades ago, and today, through our Accelerator Lab, we remain at the forefront of AI-driven solutions.
A timeline of transformative milestones
1999: Laying the foundations
Jaywing opened as a data consultancy, introducing data science as a core service. Even in its infancy, our mission was clear – to use technology to unlock smarter decision-making.
2005–2010: Harnessing big data
Advancements in technology enabled us to scale our data modelling capabilities, leveraging emerging machine learning techniques to deliver deeper insights and keep clients ahead in an evolving digital landscape.
2017: Pioneering advanced analytics
The launch of Archetype, our no-code deep learning suite, empowered predictive insights with transparency, ideal for regulated industries. We also introduced a revolutionary Attribution model for clients such as ASDA, Mazda, and Hermes (now Evri), cementing Jaywing’s leadership in AI marketing solutions.
2020: Driving AI innovation
AI powered image recognition at Vauxhall Commercial Vehicles, and our Marketing Mix Modelling (MMM) helped Studio Retail optimise marketing strategies, enhancing ROI and data-driven decision-making.
2024: Comprehend redefines content optimisation
The debut of Comprehend, our AI-driven content optimisation tool, revolutionised search visibility and relevance for brands. Clients such as Space Station saw organic traffic grow fivefold, highlighting the measurable power of AI.
2025 and beyond: Shaping the future
Our journey continues as we explore new AI frontiers, combining data science with creative innovation to deliver smarter, scalable solutions that redefine the possibilities of marketing.
The Accelerator Lab: Driving Impact Across Industries
Jaywing’s Accelerator Lab is more than a technical hub; it’s a collaborative space where innovation meets real-world application. Our team of data scientists, AI experts, strategists, and marketing specialists come together to explore how emerging technologies can solve the unique challenges of industries including retail, automotive, financial services, and telecommunications.
Through its advanced tools and methodologies, the Accelerator Lab has driven measurable success for clients. By connecting AI with actionable insights, we’ve helped brands achieve impressive ROI, transform customer engagement, and elevate their marketing strategies.
From early statistical models to cutting-edge tools such as Archetype, Comprehend, and Marketing Mix Modelling, Jaywing has consistently pushed the boundaries of AI’s potential. Our legacy in data science and marketing innovation is matched only by our commitment to shaping the future of AI.
Your approach combines data and storytelling. Can you share an example of how this unique combination has helped a client achieve transformative results?
A prime example of how Jaywing’s unique combination of data and storytelling drives transformative results is our work with a leading homeware and fashion eCommerce retailer.
The challenge:
The retailer sought to optimise their marketing spend and enhance customer experience while improving the efficiency of their promotional strategies. They needed actionable insights to identify high-performing channels, ensure the best ROI, and enhance customer engagement across their diverse product range.
The data-driven approach:
Using Marketing Mix Modelling, we conducted an in-depth analysis of all sales drivers, both media and non-media, to understand the complex interplay between marketing activities and customer behaviour. This process identified key opportunities for optimisation and untapped revenue potential.
Storytelling through personalisation:
Our team leveraged Almanac to centralise and analyse vast amounts of customer data, enabling highly targeted campaigns tailored to specific audience segments. By crafting personalised messaging and promotions aligned with customer preferences, we brought the data to life, creating meaningful connections.
Optimisation with advanced tools:
With Attribution, we evaluated customer journeys across multiple touchpoints, allowing the retailer to understand the precise contribution of each channel. This insight empowered them to reallocate marketing budgets strategically and prioritise high-impact campaigns.
The results:
Jaywing identified £1.3 million in efficiencies across media and promotional investments without compromising revenue. We delivered a 26% increase in revenue from the same marketing spend by reallocating budgets to high-performing channels and enhanced customer engagement through tailored campaigns, leading to stronger loyalty and repeat purchases.
By combining robust data science with creative storytelling, we helped the retailer achieve transformative results, demonstrating how Jaywing turns insights into strategies that deliver measurable success.
As one of the top 5 integrated agencies in the North, how do you see Jaywing contributing to the growth and innovation of the digital and tech community in Greater Manchester?
As one of the top five integrated marketing agencies in the North, Jaywing is deeply committed to contributing to the growth and innovation of the digital and tech community in Greater Manchester and beyond. Our heritage is rooted in the North, and we proudly champion the region’s burgeoning tech scene.
Our cutting-edge Accelerator Lab is at the forefront of tech innovation, bringing together AI experts, data scientists, and strategists to create transformative solutions. With tools such as Comprehend, Archetype, Almanac, Jaywing Marketing Mix Modelling and Jaywing Attribution we’re leading the charge in data-driven marketing and AI-powered technology, pushing boundaries and setting new standards.
At Jaywing, we specialise in areas such as advanced analytics, machine learning, econometrics, and attribution modelling. We use these technologies to optimise digital marketing strategies and improve customer targeting, making sure that our clients can derive actionable insights and measurable results.
We envision Jaywing as a place where talent thrives and brands grow. This vision is realised through our investment in people, fostering an environment where innovation is nurtured, and personal development is encouraged.
In addition to our work with clients, we contribute to the North’s digital ecosystem by nurturing local talent. Through partnerships with initiatives like the Channel 4 Content Creatives programme, as well as internships and training schemes, we help develop the next generation of tech and digital leaders.
By continuously investing in innovation and collaborating with key industry players such as Leeds Digital Festival and Google, we ensure that the North remains a key hub for digital and tech development, driving business growth and creating a lasting impact on the community.
We are committed to strengthening Greater Manchester’s position as a hub for tech innovation and growth. We aim to contribute to the development of a vibrant and forward-thinking digital and tech ecosystem that benefits both the local community and businesses alike.
With data now central to so many industries, how does Jaywing stay ahead of the curve to ensure your creative and media responses continue to deliver guaranteed success?
At Jaywing, we stay ahead of the curve by blending cutting-edge data science with creative and media expertise, ensuring our solutions are both innovative and impactful. Our Accelerator Lab is at the forefront of this effort, developing proprietary AI technologies that solve real-world challenges and deliver measurable success.
Archetype: Our award-winning no-code AI modelling suite empowers businesses to build sophisticated predictive models with transparency and ease. Archetype has transformed industries including finance, where Virgin Money improved credit card churn prediction by over 16% and boosted fraud detection by 31%.
Almanac: This powerful cloud-based data platform centralises data across sources, enabling businesses to unlock deep insight, employ actionable strategies and underpins all Jaywing modelling/AI capability. For example, Almanac connected Mazda's 20 million customer touchpoints, increasing email ROI by 82% and reducing cost-per-lead by 14%.
Comprehend: This AI-driven content optimisation tool evaluates relevance and authenticity, significantly enhancing search visibility. With Comprehend, Space Station increased organic traffic fivefold and achieved a 414% YoY boost in clicks, while Mobiles.co.uk expanded keyword coverage by 202 terms, tripling their organic clicks.
Marketing Mix Modelling (MMM): Jaywing’s MMM solutions quantify the impact of marketing activities, providing a complete view of sales drivers and optimal budget allocation strategies. For Studio Retail, our MMM highlighted £26M in additional revenue for the same investment level through refined campaign insights and data-driven planning.
Attribution: Our machine learning-driven attribution solutions offer unparalleled granularity, mapping customer journeys across digital and offline touchpoints. For ASDA, attribution insights enabled marketing spend reallocations that resulted in a 9:1 ROI uplift, while Mazda leveraged the model to enhance campaign performance, reducing cost-per-lead by 14%.
By harnessing advanced machine learning, robust analytics, and a deep understanding of audience behaviours, we create tailored strategies that drive measurable results. Whether it’s optimising marketing spend, delivering hyper-personalised customer experiences, or enhancing content relevance, our approach guarantees success.
With over 25 years of experience, our unique combination of data-driven insights and creative ingenuity empowers brands such as Yorkshire Tea, ASDA, and Virgin Money to thrive in competitive markets.
Looking forward, what are Jaywing’s goals for the next 5 years, and how do you plan to further impact the digital and tech community in the North?
Looking ahead, Jaywing’s goals for the next five years focus on deepening our impact on the digital and tech landscape while continuing to innovate and drive measurable success for our clients. Here’s how we plan to achieve that:
Strengthening our innovation leadership
Through our Accelerator Lab, we aim to pioneer new AI-driven technologies that solve real-world challenges across creative, media, and data science. Building on successes like Archetype, Comprehend, Almanac, and Marketing Mix Modelling, we’ll continue to push boundaries, ensuring our tools remain at the cutting edge of predictive analytics, content optimisation, and marketing effectiveness.
Empowering the Northern tech ecosystem
As a proud partner of initiatives including Manchester Digital, we’re committed to championing the North as a hub for innovation. We’ll continue to collaborate with local businesses, foster talent, and share insights to strengthen the region’s reputation as a digital powerhouse.
Driving client success through data and creativity
Our mission is to blend world-class data science with creative ingenuity to help clients achieve their goals. Over the next five years, we’ll focus on developing even more tailored strategies, improving ROI, and delivering results for industries ranging from retail and finance to FMCG and beyond.
Nurturing talent and diversity
Jaywing is dedicated to creating opportunities for emerging talent in data science, AI, and marketing. By investing in training programmes, expanding our team, and fostering a culture of diversity and inclusion, we aim to attract and retain the best minds in the industry.
Sustainability in innovation
With an increasing focus on sustainable practices, we aim to ensure our innovations contribute to a more ethical, responsible, and impactful digital economy. This includes developing solutions that align with sustainable marketing practices and help our clients achieve their ESG goals.
Our vision is to leave a lasting mark on the digital and tech community by staying ahead of the curve, empowering businesses to thrive, and positioning the North as a global leader in digital and AI innovation. With a legacy of success and an unwavering commitment to progress, the future looks brighter than ever for Jaywing.
Thank you Catherine! Learn more about Jaywing here.
