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...