Setting the diamond standard for luxury media planning

For luxury jeweller Queensmith, selling bespoke engagement rings means navigating an intensely emotional, slow-moving customer journey. Measuring marketing impact in this category is notoriously difficult; Google Analytics 4's last-click attribution creates a dangerous illusion by ignoring the upper funnel, but traditional Marketing Mix Modelling (MMM) also notoriously struggles here; they look for immediate correlations and frequently fails to capture the delayed, cumulative impact of marketing over a multi-month consideration cycle.

To solve this, Impression engineered a bespoke, advanced MMM, specifically designed to stretch across this elongated buying cycle, mathematically isolating the slow-burn impact of awareness channels from macroeconomic noise. By proving the undeniable, delayed commercial value of upper-funnel investment through rigorous data analysis, we gave Queensmith the confidence to scale, resulting in a record-breaking Q1 with a 10% YoY increase in revenue.