Case Studies

The Co-operative Group

The Co-operative Group – Integrating media evaluation and sales data to steer marketing strategies

The Co-operative Group is the UK’s largest mutual business, owned by more than eight million members. It incorporates a number of business divisions including The Co-operative Food, which is Britain’s fifth biggest food retailer and operates over 2,800 stores across the UK.

The Co-operative Group took a strategic decision to invest in media evaluation for a number of its divisions including funeral services, legal services and insurance.

Challenge

The Co-operative Group objective was to achieve a clearer understanding of the effectiveness of its marketing, advertising and PR and the impact each channel was having on product sales in its stores.

Cloud Media Insight was selected to provide the regular and insightful media analysis and evaluation it needed.

Solution

On a daily basis, we gathered The Co-operative Group traditional (print) media coverage and identified clippings that mentioned specific product groups (e.g fruit & veg, wine, frozen food etc). We then analysed these clippings based on a number of set variables which included hits, opportunities to see and size (area) occupied in the magazine/newspaper.

The Co-operative Group were able to overlay their own marketing data, such as advertising and sales performance, with the media analysis we provided.

They used econometric modelling, a forecasting technique used to predict economic conditions, to help them to identify which marketing channels (including the big question of PR versus advertising spend) had the biggest impact on product sales. They were also able to see what type of advertising (broadcast, print etc) was most effective.

Results

Our analysis proved to be a useful tool for The Co-operative Group in identifying which of their marketing communication channels was giving a good Return on Investment (ROI).

They were able to see that PR and media relations were in the driving seat in terms of delivering sales of certain products, in particular for wine sales.

Going forward, the media evaluation service became an integral tool for marketing planning which is enabling The Cooperative Group to plan and budget their marketing spend more effectively.