Precision Over Performance: How Coca-Cola Transformed Media Strategy Through Counterfactual Measurement
With over €36 billion in annual revenue and operations in more than 70 countries, Heineken is one of the world’s leading brewers. Its portfolio spans 340 iconic brands, including Heineken, Affligem, and Desperados - household names that have shaped global beer culture. In recent years, Heineken has made bold moves to accelerate its digital transformation, with Retail Media at the heart of its growth strategy.
