The e-commerce group CDON Group, which includes the marketplaces CDON and Fyndiq, is broadening its marketing strategy. Having previously been one of the most data-driven organizations in the Nordics with a clear focus on digital performance marketing where every click is measured directly against a conversion, investments are now being directed towards entirely new channels.
Brand building is one of the group's four prioritized growth initiatives until 2027. This is part of the company's broader transformation, which has previously included scrapping its own warehouse to streamline the business into a pure marketplace.
Measuring Offline as Online
The investment in channels such as cinemas, outdoor advertising and trams differs significantly from digital advertising, as there are no clicks to track directly to a purchase. To follow up on the results, the group is using statistical models from the Norwegian analytics company Odins.ai, in an attempt to measure how much the campaigns will actually contribute to total sales.
We want to measure the incremental sales effect of these channels, in the same way as the digital ones. This does not replace our current way of working, but gives us a complementary basis for decision-making, says Fredrik Norberg, CEO of CDON Group.