IRI used its marketing mix model results and the IRI Marketing Foresight solution to assess different potential scenarios. First, the existing media plans were entered into the solution to create a starting point for media-driven sales. Then an initial optimization (+/-15% constraints) was run — highlighting a potential $7 million in incremental sales. Some flighting strategies added support to current weeks, some added more weeks and others did both. Finally, additional business constraints were applied to strike a balance with key brands’ business trends and expectations.
Brand-level constraints were applied, driven by business heuristics: target, brand momentum and business size. Manual trade-offs between brands and media drivers were made to handle changes that would disrupt the historical expectations of brands.