Turning Complex Analytics into Action

Turning Complex Analytics into Action: Co-op and BrightBlue Explain How Market Mix Modeling Delivers Effective Media Strategies

For UK grocery store chain Co-op, which operates over 4,000 convenience stores and supermarkets, data pours in from every angle; point-of-sale, inventory, a membership program, ad campaigns, as well as measurable outside influences like seasonality, weather and the economy. Arriving at a successful marketing strategy from all that data is very complex, to say the least, so Co-op uses market mix modelling.

Six years ago, Co-op appointed BrightBlue, a U.K.-based tech-consultancy, to build predictive models. By feeding data into these models, Co-op receives valuable data analytics to help choose which ad channels and formats to use and when to use them against stated short and long term goals. Changes in the way the learnings are delivered, along with amendments to the scope of the analysis means that Co-op can make very efficient and effective decisions on where to spend their marketing budget.