Grand Depart delivered joined-up experience to connected Yorkshire

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THE people of Yorkshire engaged with each other in a way never seen before during the Tour de France’s visit to the region, according to a digital marketing specialist.

Martin Boddy, chief executive of Jaywing plc, said the Grand Depart has created an “amazing data legacy” for organisations to use in the future.

He told the Yorkshire Post: “We saw crowds, we saw groups of friends, we saw businesses coming together to watch it and share their experiences on Twitter, Facebook and Instagram. It was an incredibly joined-up experience for everyone who participated.”

In an increasingly digital world, everyday interactions generate enormous amounts of data.

Jaywing, headquartered in Sheffield, helps companies make sense of this information.

Mr Boddy said marketing directors are trying to understand how to harness the new world of social media and tie it in with traditional marketing techniques.

They are also looking to use data to create an experience for customers to differentiate themselves from rivals. Marketing directors are also under pressure to demonstrate a return on investment from their activity.

Mr Boddy said Jaywing is well placed to help companies in all these areas, both in Britain and overseas.

The company, which is backed by Tory donor Lord Ashcroft, has a creative agency, a search business - it acquired Leeds-based Epiphany earlier this year - and a data analysis division.

Gross profits rose to £21.6m in 2014, up from £20.6m in 2013.