Unified Marketing

A large food manufacturer wanted to combine strategic cross-channel brand portfolio marketing program insights with individual campaign outcomes to maximize its marketing effectiveness.



The client wanted to break down the silos in its marketing organization to blend its top-down strategic planning processes and insights with its bottom-up campaign execution and optimization processes and insights.

IRI used its integrated marketing mix and lift solutions for both strategic and tactical decisions to inform the client’s brand planning and marketing programs down to the campaign level.


Through its marketing mix solution, IRI guided the client to improve its TV flighting and switch to a more successful digital media strategy. IRI also helped the client understand where it needed to make strategic adjustments to its portfolio, including increasing spend on national TV and allocating more budget towards digital to support a new product launch. Once the campaigns were in market, IRI’s sales lift solution allowed the client to identify and adjust poor performance using contextual targeting, identify the specific creative tactics that were driving the greatest lift and focus the remainder of the campaign on those specific elements.


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