On-demand measurement optimization improves campaign results.
Clients are using supporting proxy metrics, such as online behavioral data, to optimize their media dollars while they wait for their sales lift metrics. However, these proxy metrics do not always correlate to offline sales, and companies need solutions that optimize return on ad spend (ROAS) in an accurate and timely manner.
IRI In-Flight Sales Optimization offers clients a weekly read on the performance of their campaigns using the best available methodology. In the early weeks of a campaign, the solution provides an unmodeled metric to gauge overall performance. Once impression volume reaches a sufficient size, fully modeled Lift metrics are produced. This integrated approach allows for continuous monitoring and measurement of campaign and tactic performance, so marketers can make effective optimization decisions based on near-real-time measurement.
Learn more about IRI's other mid-campaign capability, Campaign Conversion Feed.
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