Marketing Mix

A global pharmaceutical company wanted to understand the best marketing vehicles to maximise sales and both ATL and BTL ROI's for one of its key “challenger” brands. The brand has similar market share to its closest competitor in a very competitive yet growing category.


Marketing Mix Measurement, IRI identified a 7% revenue improvement with the same spend through in-depth Marketing Mix Measurement analysis.


The client wanted to better understand the impact of its marketing activities by linking and analysing 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 mix activities including media, consumer promotions, trade activities and competitive activities. This Marketing Mix Measurement yielded insight across multiple dimensions:
  • Consumer centric: How can the client balance marketing spend by brand and by tactic to drive both penetration and purchase 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 behaviour and TV media exposure to purchase behaviour. 
Using the Marketing Mix Measurement 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.


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

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