Helsinki, Finland – February 2026: Musti Group, a leading pet care company operating across the Nordics, Baltics, and Portugal, has partnered with Sellforte, an AI-powered Marketing Mix Modeling (MMM) and marketing optimization platform, to strengthen measurement and performance insights across its omnichannel and pureplay brands in multiple markets starting with a pilot in Sweden.
Musti Group was looking for a solution that can leverage actionable insights into how the media mix performs across brands, supporting both strategic long-term planning and day-to-day marketing optimization.
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A new level of marketing performance visibility
Through the collaboration, Musti Group will use Sellforte’s platform to evaluate marketing effectiveness across online and offline touchpoints and gain a clearer view of how different media investments contribute to business outcomes across channels, brands, and markets.
A key requirement for Musti was to go beyond traditional post-campaign reporting. With Sellforte, Musti’s marketing teams can access performance insights and optimization recommendations while campaigns are running, enabling faster, more confident decision-making and continuous improvement.
Sellforte AI from day one
In addition to measurement and optimization, Musti Group is adopting Sellforte AI from day one as part of the collaboration. This helps Musti’s teams move faster from analysis to action, turning marketing performance insights into clearer recommendations and more agile decision-making across markets.
Turning data into action
“We chose Sellforte because of its ability to be agile and accommodate to our needs when it comes to long- and short-term growth.”
-Eveliina Rantahalvari, Head of Marketing, Musti Group
“We’re excited to welcome Musti Group as a Sellforte customer. Their focus on gaining clearer visibility into media performance and enabling continuous optimization reflects where modern marketing measurement is heading. With Sellforte AI supporting faster insight generation and smarter recommendations from day one, we’re helping Musti gain clearer visibility into performance and make more confident decisions across markets and brands.”
-Chris Kervinen, Head of Ecommerce Sales, Sellforte
The onboarding phase will begin immediately, followed by continuous reporting and optimization through the Sellforte platform.
About Musti Group
Musti Group is a leading pet care company operating across the Nordics, Baltics, and Portugal, serving pet owners through a combination of omnichannel and digital-first brands. With a strong focus on pet wellbeing, Musti Group provides products, services, and expertise to support healthier and happier lives for pets and their owners.
About Sellforte
Sellforte is an AI-powered marketing optimization platform built for retail, ecommerce, and DTC brands. Powered by Sellforte AI, the platform goes beyond analytics — combining proven Marketing Mix Modeling with forward-looking intelligence to forecast, recommend, and optimize media budget decisions with confidence and precision.
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