AI has been at the heart of our strategy for years, long before it became an industry buzzword, and the Accelerator Lab is where this vision comes to life.
The Accelerator Lab is more than a technical hub; it’s a collaborative space where ideas bounce around, innovative solutions are born, and client needs drive every development. Here, our team of data scientists, AI experts, strategists and marketing specialists gather to explore how emerging technology can solve real-world challenges for clients across a range of sectors. By merging creativity with data science and digital innovation, the Lab consistently delivers powerful, measurable outcomes that make a genuine business impact.
“Our Accelerator Lab is a launchpad for breakthrough technologies that accelerate business success,” said Karen Snape, Jaywing’s Data Science Director who is responsible for people and innovation in the Lab - “It’s where we prototype, test, and refine ideas - from concept to real-world application across industries. Every solution we develop starts with understanding our clients’ unique needs.”
The Accelerator Lab’s AI-driven innovations have been pivotal in driving measurable success for our clients across industries spanning retail, automotive, financial services, security, self-storage, telecommunications and more (the list goes on and on). Through the Lab’s advanced technologies, these partnerships highlight our ability to transform complex data into actionable insights that directly fuel growth and deliver impressive ROI. By connecting AI with real-world applications, we are proud to be empowering brands to reach new heights in performance and strategy.
Proprietary technologies developed in the Accelerator Lab
The Accelerator Lab has developed a suite of proprietary AI technologies designed to meet and exceed our client’s needs. Each tool offers unique capabilities that deliver impactful, results-focused solutions:
Comprehend: This AI-powered content optimisation tool evaluates content relevance and authenticity, significantly improving search visibility and performance. With Comprehend, Space Station increased organic traffic fivefold and rose to page one on search results by refining their content relevance, boosting keyword coverage by 72 new terms. Similarly, Mobiles.co.uk used Comprehend to expand their keyword coverage by 202 terms, increasing organic clicks by three times and increasing in visibility across high-volume search terms. Comprehend’s precision in content optimisation empowers brands to reach wider audiences with relevant, engaging content.
Archetype: Our award-winning, no-code AI modelling suite enables businesses to create sophisticated predictive models with ease, making it ideal for industries that demand transparency, such as finance. Virgin Money was able to improve its ability to predict credit card churn by over 16% using Archetype - showing the potential to refocus marketing spend where it really matters.
Almanac: This powerful cloud data platform centralises data from various sources, giving clients a single, secure environment for in-depth analytics and customer insights. It was used to transform Center Parcs’ customer journeys by integrating a wide range of data points, enabling deep-dive analysis and leading to personalised communication strategies.
The platform consolidated 3,800 input data files into four analyst-friendly marts, containing information across lifestyle, income, and booking behaviours and facilitated analysis into customer preferences, enhanced segmentation and predictions for next best actions. Communications were then tailored to these insights and enriched with offers unique to each booking. This data-driven approach improved pre-arrival and post-stay messaging, aligning campaigns with key objectives to boost bookings, on-village spending, and guest engagement.
Jaywing Marketing Mix Modelling (MMM): Our MMM capabilities provide businesses with an accurate view of sales drivers, including media and non-media influences, quantifying the impact of marketing investment and enabling an understanding of how marketing activities interact with other factors such as economic trends or competitor actions. For Studio Retail, Jaywing MMM provided understanding of the impact of marketing and promotional activity. Using segmented ROI insights and scenario modelling Jaywing quantified both short- and long-term marketing impacts, supporting data-driven investment decisions and tactical planning to boost brand performance. Through a combination of investing to the optimum level in the right combination of channels along with insight-led flighting plans that attracted customers that would be valuable in the long term, Jaywing MMM was able to enhance the performance of the marketing activity, highlighting £26m extra revenue for the same investment level.
Jaywing Data-driven Attribution: Our data-driven attribution solutions provide unparalleled granularity by analysing customer journeys at the individual level. By collecting both digital and offline data, attribution models reveal which marketing activities have the most significant impact, enabling marketers to optimise spending with pinpoint accuracy. Our machine learning-driven attribution model has helped ASDA reallocate its marketing spend across digital and offline channels, achieving a 9:1 ROI uplift. Similarly, Mazda has leveraged our model to enhance campaign effectiveness, resulting in a 14% reduction in cost-per-lead while connecting over 20 million customer touchpoints. Our Attribution solution stands out for its precision and adaptability. By mapping digital and offline touchpoints, it provides an accurate, comprehensive view of how marketing activities influence success.
We are proud to say that our Accelerator Lab is more than an innovation hub; it’s the catalyst behind these transformative results.
A multi-award-winning Lab
The Accelerator Lab has earned industry recognition for our AI expertise, with recent accolades for Tech Innovation of the Year at the Prolific North Tech Awards and the Data-driven Excellence Award for Karen Snape at the Performance Marketing World Awards 2024. The Lab’s commitment to delivering award-winning solutions has placed us at the forefront of data-driven marketing innovation.
Led by Karen Snape (the Lab’s People and Innovation Director) alongside Dr. Catherine Kelly (the Lab’s Chief Data Scientist), Malcolm Clifford (the Lab’s Technology and Strategy Leader), and Joe Crawforth (the Lab’s AI Research and Development Leader), the Accelerator Lab brings together some of the industry’s brightest minds. Together, they’re setting a new standard for AI-driven marketing solutions, pushing boundaries to meet the unique needs of every client.
Founded 25 years ago as a specialist data business, Jaywing has grown into one of the top five integrated agencies in the North, attracting major clients including Yorkshire Tea, Taylor’s Coffee, and Travel Republic. The unveiling of the Accelerator Lab marks a significant milestone in our journey, reinforcing our position as a trusted partner in data, creativity, and media innovation.
