Outdated on Arrival: How Fressnapf Moved from Static Marketing Measurement to Continuous Omnichannel Growth Steering

Traditional marketing mix models often arrive months too late, leaving retail marketers with obsolete recommendations and unanswered questions from the CFO. In this masterclass, Thea Klein shares how Fressnapf transformed media measurement from static retrospective presentations into an active omnichannel steering engine. Working with Sellforte and Google, Fressnapf unified point-of-sale and digital marketing data into an ongoing data project. Learn how Europe's leading pet retailer aligned store and e-commerce teams, used channel on/off testing to prove incremental ROAS, and established marketing accountability across the executive board.