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Make Your TV Media Buying More Efficient

Whether advertising budgets are large or small, all CPG marketers (and their agencies) want to be more efficient, improve targeting and maximize reach to the people they want to influence. Digital advertising, with its many targeting techniques, has made it easier for marketer...

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Understand Different Hispanic Shopper Groups with Insights from HispanicLink 2014

Hispanics are now one sixth of the U.S. population and represent $1.3 trillion in purchasing power. That purchasing power is projected to surpass $1.7 trillion by 2017, presenting a tremendous opportunity for CPG growth. For example, a CPG manufacturer with $1 billion in sales...

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Addressable Television Advertising: Don’t forget about CPG

When I talk to people about the future of television, I always use digital as an example. When you surf the web, you see different ads than someone else who is visiting the same website. TV is based on a completely different advertising model, with all viewers seeing the same ...

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Finding Growth in the Changing CPG Marketplace

It’s no surprise that consumers are changing how they shop, where they shop and when they shop. In fact, consumers now have more than 2,500 unique potential paths to purchase.

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Marketers Positioned to Unwrap Higher Sales this Holiday Season

With the 2014 holiday season drawing near, marketers should have a lot to feel good about, according to IRI’s Q3 2014 MarketPulse™ survey. Consumer confidence is on an upward trajectory, and shoppers say they’re planning to spend a bit more during this holida...

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IRI and Columbia Business School to Present Second Annual Program on Pricing Analytics

On Oct. 28 and 29, IRI and the Center for Pricing and Revenue Management at Columbia Business School will present our second annual executive education program on the Columbia University campus. Titled, “Pricing Analytics: The Art and Science of Profitable Growth,”...

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Global Reporting is a Must-Have for CPG Manufacturers

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 o...

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CPGs: It’s Time to Prepare for the Digital Future

How can CPG companies best position themselves for digital and e-commerce success? During the next five years, companies need to plan for a “1-5-10” market, in which e-commerce’s current 1 percent penetration will likely expand to 5 percent by 2018 and could ...

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Winning With The Hispanic Consumer Today

Spending by Hispanic shoppers has increased 207 percent since 2000, and by 2015, the U.S. Hispanic market will be worth $1.5 trillion. During our recent #IRIWebinar, “Winning with the Hispanic Consumer Today,” Latinum Network Vice President Andy Hasselwander and I ...

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Q2 MarketPulse™ Results: Cautious Optimism and Calculated Splurges

Just as the economy has been slow to recover, consumers have been slow to loosen their purse strings. Though consumer confidence rose drastically in Q1 2014, IRI’s Q2 MarketPulse study found consumer confidence leveling off, with 46 percent of consumers stating they feel...

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Native Advertising Boosts CPG Brand Performance

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 i...

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The Sweet Smell of Success: Why and How Americans Are Purchasing Air Care Products

Do you remember that sensation of walking into a childhood friend’s home and being greeted with a waft of a familiar scent that was somehow unique to that particular household? It’s as though every friend’s house had its own distinct smell with its own memori...

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Times & Trends Report Finds Golden Opportunity with Seniors and Boomers

Today, baby boomers and seniors account for the majority of all CPG expenditures. Over the next 25 years, the population of Americans aged 65 and older will double, and spending by this group will exceed $230 billion in less than a decade. This segment of the population spends...

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Leveraging POS Data and Location-Based Targeting for Mobile Advertising Success

Mobile is not only becoming a prevalent mechanism for media consumption; it is also disrupting the advertising industry. Traditionally, mobile data was subject to cookie tracking, which has long dominated the digital media measurement/targeting ecosystem. Yet, cookie tracking ...

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Are you marketing your market research?

Your market research is not reaching its full organizational and business potential.

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Copy Testing: A Powerful Diagnostic to Inform Marketing Mix Results

Do you remember the Pepsi challenge? The Pepsi Challenge was a marketing promotion campaign started by Pepsi in 1975 that pitted Pepsi and Coke against each other. In a blinded taste test, consumers were asked to pick the cola that tasted the best. The real glory came when the...

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Shedding Light on Digital Campaigns In Progress

The click is dead. While it was an important measure in the earliest days of the commercial Web, it has become meaningless, if not a negatively correlated data point. During the past year we’ve had multiple opportunities to present on the subject of how online ads are mo...

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Marketing Smartly in Emerging Markets

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 th...

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Enhanced Testing III: In-store and Advertising and Marketing

The volatile economy has left many consumers in a lurch, and as such, the CPG landscape remains mired in uncertainty. To navigate these murky waters, CPG retailers and manufacturers need sound product testing methods to assess opportunities, determine appropriate expenditures,...

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Is TV Advertising Still Worthwhile?

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. ...

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