Digitalisation is increasingly changing media usage behaviour, as is clearly shown by the growing number of streaming services. This is making life ever harder for firms that use advertising in their strategies and campaigns. To meet this challenge, Accelerom tracked the performance of the advertising campaigns and marketing activities of Jumbo-Markt AG, assisting the Swiss DIY company with its marketing planning. A detailed media plan was worked out using data from the results of tracking studies. This covered diverse criteria that included product selection, length of promotion, advertising investment, etc. and was used by the company as a planning and management tool for future campaigns and marketing strategies.
