Cross-faculty KTP project for Marketing academic  


Graeme McLean, Department of Marketing, has been awarded a KTP project with a company called Adimo. He is working with Billy Wallace and Dr Dmitri Roussinov from Computer and Information Science (CIS) on this two-year project which is worth £194,988. 

Adimo are at the cornerstone of marketing and computer science and see themselves as a Martech firm. They specialise in digital shoppable marketing solutions. The company’s technology platform connects content, commerce and customers, to help the world’s leading consumer packaged goods (CPG) brands drive online sales, attributable with real-time retailer sales data. 

The focus of this KTP is on the company’s shoppable recipe technology, which allows shoppers to add an entire meal’s worth of ingredients to a basket in as little as one click – it is possible to add all the ingredients you need to make a recipe to your Tesco basket (for example) in as little as three clicks. This technology can be added to any website on the Internet. The project aims to embed innovative machine learning capabilities to develop an automated, multi-lingual algorithm to create a recipe platform that removes the manual input of recipes to enable scale. The algorithm will enable a clear understanding of customer behaviour and searchable keywords, providing the opportunity for increasing revenue, profitability and other business opportunities. 

Graeme said, “The success of this project creates multiple opportunities for Adimo in the publisher space; By automating the recipe creation process we can work with Publisher websites such as BBC Good Food, Jamie Oliver etc. to make all their recipes shoppable, something that’s not currently possible due to the amount of manual work required. By building a solution that’s not restricted to the English language, Adimo can apply this technology to hundreds of food publisher websites across the world making Adimo a globally recognised brand and increasing the company’s revenue and valuation substantially.” 

Published: 3 June 2021

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