Marketing Mix Analysis
A global health, hygiene and home products company needed to maximise sales and ROI for one of its key “challenger” brands. IRI developed a model to measure, optimise and forecast the impact of marketing and developed several strategies to maximise spend. The client achieved a 7 percent revenue improvement with the same spend.
A global food and household products manufacturer wanted to deploy its marketing more effectively to increase share. Using advanced analytics and client data, IRI quantified each marketing activity’s impact on purchase. The client achieved a 2-3 percent market share improvement, with 4-6 percent total improvement expected.