Katarina Dahlgren, head of CRM Analysis at Coop talked about three business problems that Coop are facing and how they are handeled with machine learning methods. The discussed problems were the personal communication with their members, both online and offline and the segmentation of customers with different household potential. Through the use of machine learning methods Coop has gain insights on how many e-mails to send a week and how they should be personalized depending on the customer. They are also working with digitalizing the flyers and making them more personalized.

Finally machine learning methods also give insight about how information about customers and their purchasing patterns can be used to identify different groups of customers with different optimal marketing communication strategies. The lecture gave a lot of ideas and insights around the potential use of machine learning. The session rounded of with a Q&A.

Klas Andersson, Key Account Manager, Coop's Retail Club