IRI Marketing Mix models were used to measure marketing effectiveness of the manufacturer’s media channels and high concentration of media activity of the pet care category’s key brands across six different retailers to better understand promotional performance.
Key elements of the modelling included:
- Actionable insights to enable the manufacturer to understand which marketing levers would drive sales
- Fast and accurate data delivery
- Powered by IRI Liquid Data technology for personalised and in depth data drawn from a range of platforms
- Best-in-class analytics from the only ISO-certified centre in the world, the IRI Analytics Centre of Excellence
The manufacturer now has a clear understanding of where best to invest its marketing spend to increase ROI and deliver growth.