Co-op: Agile Marketing Mix Modelling

Co-op, the supermarket, used AI and machine learning to optimise its data collection so it can make strategic changes seamlessly and continuously in its campaigns in Denmark.

Campaign details

Brand: CoopAdvertiser: Agency: AnnalectCountry: Denmark

Project Summary

Annalect has developed an agile MMM setup for supermarket retailer Coop in Denmark. Marketing Mix Modelling requires data collection from a wide range of sources, often making the data collection phase more time consuming than the actual statistical modelling phase.

Each month Coop can review complete updates of modelled sales data that is less than two weeks old, with digital media split into nine channels. The setup enables analysis on effects created from different digital executions, i.e. always-on vs campaign bursts or tactical messages...

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