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Get the Complete Picture Through Cross-Channel Measurement
8/9/2017 9:03:39 AM
It’s all about figuring out how to get to that sweet spot between the most impactful channels and the most desired results.
IRI and Turner Find ROI Growth Potential for CPG Brands in a More Balanced Approach Between Promotion and Media Advertising
12/15/2016 9:35:14 AM
IRI and global media company Turner partnered on a study to distil insights and establish consistent principles from marketing mix studies across 62 brands representing $20 billion in sales and $3 billion in marketing spend across food, beverages, health care, beauty and home care aisles.
What Your Ads Need for Better Performance
10/26/2016 8:41:36 AM
Companies continue to spend hundreds of billions of dollars on poorly-targeted and poorly-measured ads.
What CPG Shoppers are Focused on Right Now
8/26/2015 10:32:30 AM
While CPG shoppers still love to get a good deal, it’s not all about the price.
How to Win in Online Grocery
6/24/2015 9:07:42 AM
When was the last time you or someone you know bought milk online? What about diapers? While milk may not (yet) be a popular e-commerce item, we know that diapers and some other shelf stable CPG products are steadily growing sales online.
Global Reporting is a Must-Have for CPG Manufacturers
9/18/2014 12:10:15 PM
For any CPG manufacturer operating in three or more countries, global reporting should be a fundamental part of strategy development, execution and measurement. Whether managers use the resultant reports to ensure compliance with centrally generated marketing and sales plans or to support regional or global expansion initiatives, global reporting provides market information and analysis that will drive more profitable business decisions. Other benefits include improved benchmarking information, a better understanding of category dynamics and new opportunities, and the ability to establish new products faster and more successfully across regions and countries, facilitating an improved understanding of pricing patterns across countries.
Native Advertising Boosts CPG Brand Performance
7/29/2014 12:26:48 PM
Creating advertising that resembles news and other editorial content is not new. The concept has been around for years in the form of advertorials and “special advertising sections” laid out to look like regular content. What’s newer is applying the concept into a user’s online experience. As digital advertising continues to take off, native advertising will as well. eMarketer notes that native ad spending is expected to double from $2.4 billion to $5 billion between 2013 and 2017, as compared to display advertising, which is projected to grow at half that rate.
Marketing Smartly in Emerging Markets
5/19/2014 12:44:31 PM
In the last decade, emerging markets have become critical to global retail and consumer goods companies seeking low-cost sources of goods and high-growth sources of revenue. Companies around the world are drawn to the business opportunities these markets present, especially the billions of potential new customers with higher disposable income in India and China. Successfully harnessing these opportunities in emerging markets requires a deeper understanding of the consumer market.
Is TV Advertising Still Worthwhile?
5/15/2014 12:47:33 PM
Have you wondered whether TV advertising is still worthwhile in this world where households have so many options and so many distractions? As a consumer, I love my DVR, but as a researcher, it is another complication in an already fragmented and complex marketing environment. The key complication is it allows consumers to fast-forward through the commercials that advertisers are counting on them viewing. As DVRs continue to hold a key place in our TV viewing habits, this continues to be a concern for marketers. And while TV has morphed in other ways, with so many “on demand” options on every platform from gaming systems to cell phones, most consumers still watch the majority of their television viewing in the traditional format.
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