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How Intermarché is optimising its media strategy with a data-driven approach
Oct 4, 2023 — 10:15 am - 10:30 AMPlénière 2023
Description
Discover the contours of Intermarché's media strategy to generate traffic and additional sales in its point-of-sale network. Hervé Ribaud Shinberg, Director of Media, Traffic & Acquisition at Intermarché, and Galienne de Tournemire, Managing Director at Zenith, will share their feedback on local media targeting, the complementarity of online and offline media, and the measurement of advertising effectiveness through econometric modeling. Alongside Laurent Landel, President of Bonial, they will also share Intermarché's main results in terms of digitalizing catalogs nationally, locally and in Oui Pub zones.