Gigantti discovers new growth opportunities

How a leading Finnish home electronics brand identified their most profitable advertising channel.

Gigantti is a Finnish household name, operating for over 20 years. It is the country’s largest seller of home electronics, as well as being one of its most prolific advertisers. In 2019, it had a turnover of €562 million.

But advertising at this level comes with its challenges. Gigantti were using multiple media types to advertise but had no “single source of the truth” from which to view the metrics. This made comparing the results of their marketing efforts across every channel difficult, laborious, time-consuming and susceptible to miscalculations— particularly when looking at offline vs. online media.

We looked at all of their sales receipt data, promotional efforts, media advertising investments and web traffic over two years from 2017 to 2019 to combine offline and online marketing analysis and give a clear and accurate picture of where their revenue was coming from...

We discovered their biggest revenue driver (both in the long and short term), their most efficient channel and the channel with the highest volume of sales. We also identified some interesting interplay between their advertising.