The COVID-19 pandemic has completely disrupted CPG supply chains and changed the relationships between shoppers, brands and retailers. At the same time, privacy regulations have become more strict and the third-party cookie is going away. Now more than ever, marketers need the most effective unified marketing measurement solutions to address these and other challenges and optimize marketing strategy and performance.
Forrester Research has released its newest "The Forrester Wave™: Marketing Measurement and Optimization Solutions, Q1 2022" report and names IRI as a Leader. The report evaluated IRI and nine other providers across 35 criteria to demonstrate the strengths of each provider and assist marketers in their search for the one that best meets their needs. Forrester focused primarily on IRI Fusion™, IRI's unified marketing measurement and optimization solution. Forrester notes:
"IRI stands strong with data expertise and dynamic marketing insights. IRI's robust Liquid Data Platform, which includes loyalty card, customer preference, and social listening data, anchors the company's services-driven marketing measurement solution, IRI Fusion™" ... "IRI continues to be the vendor of choice for CPG or retail marketers because of its expertise in dynamic marketing drivers like media, trade, creative, and promotion" ... "References are happy with IRI insights and account management services backed by "phenomenal" data experts" ... "Companies that want to partner with marketing and media experts and want access to diverse data sources should consider IRI."
"IRI's robust Liquid Data® Platform, which includes loyalty card, customer preference, and social listening data, anchors its services-driven marketing measurement solution ... IRI made improvements to its granular marketing measurement approach with more efficient linkages to its household level sales lift models with strategic models ... Companies that want to partner with marketing and media experts, and want access to diverse data sources, should consider IRI."