To address the client’s problem, IRI leveraged its marketing mix solution to quantify the volume driven by the various media and consumer promotion touchpoints, as well as their effectiveness and efficiency (i.e., ROI) and other marketing support. Additionally, we leveraged the IRI national consumer panel to understand how the client’s various investments were impacting different consumer segments within generations (Gen X, Gen Y, baby boomer, etc.) in addition to understanding which vehicles were most efficient at bringing in new brand buyers.
We found that media support on new innovation did halo back onto the base business but was much less efficient than support against the core business, and that paid search, FSI and feature activity were effective at bringing in new buyers.