A global health, hygiene and home products company wanted to understand the best marketing vehicles to maximize sales and ROI for one of its key "challenger" brands that had significantly less market share and share growth than the dominant player in the category.

IRI identified a 7 percent revenue improvement with the same spend through in-depth Marketing Mix analysis

The Challenge
The client wanted to better understand the impact of its marketing activities by linking and analyzing complex data sets, such as TV viewing data, online video, digital campaign measurement, promotion and display data and on/offline sales.
IRI developed a model to measure, optimize and forecast the impact of marketing activities, including media, consumer promotions, trade activities and competitive activities. Key analyses yielded insight across multiple dimensions:
  • Consumer centric: How can the client balance marketing spend by brand and by tactic to drive both penetration and buy rate?
  • Channel centric: How does performance differ by retailer and what is the right tactic at each retailer?
  • Portfolio centric: What is the ROI and halo contribution of tactics?
  • Media centric: What is the right balance between traditional and new media?
IRI was able to connect consumers’ brand perceptions, online behavior and TV media exposure to purchase behavior. 
Based on the analysis, IRI recommended several strategies to optimize marketing spend and create profitable share growth.

Shift support to product A to drive up volume and ROI.
Online video (OLV):
Use OLV to drive product B-focused messaging; ROI is stronger and volume is similar to volume from TV.
Increase support and optimize sites and campaigns (Facebook, Digital Display, Paid Search).
Increase support and switch back from underperforming offers.
Leverage the right tactics at the right retailer.

The Result
Optimizing the client’s plan generated +7 percent net revenue with the same spend through portfolio and retailer reallocation as well as digital investment.
Growth Delivered

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