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The 2020 Shopper and What It Means for CPG Marketers

The market is experiencing unprecedented changes in the way people shop and engage with categories, brands and stores. If you are a consumer packaged goods manufacturer or retailer, the future is promising…that is, if you are paying close attention to the major U.S. mar...

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IRI Summit Day Two: New Acquisitions, Partnerships, Products and Services

Yesterday was the first full day of IRI’s 2015 Summit and to our delight this year’s attendance is the highest in IRI’s history, with more than 1,500 participants including consumer packaged goods (CPG) retailers, manufacturers and marketers.

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Measure the Sales Impact of Super Bowl Linked Social Media Campaigns

With the Super Bowl just over a week away, many of us are thinking about the television ads, which are expensive, fascinating, and usually remembered by audiences for years. Ad Age tracks Super Bowl ads well before the game and also notes that some companies have already relea...

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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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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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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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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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