Market Guide for Media Measurement
Media Measurement is a critical tool to help marketing leaders determine how effective paid messaging was at reaching its intended audience.
In this report, Gartner® provides an overview of the market direction, lists Representative Vendors (including IRI, now Circana) and makes recommendations for end-users when considering an approach to Media Measurement.
For questions about this report, please contact evan.schwartz@circana.com.
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Gartner, Market Guide for Media Measurement, By Eric Schmitt, 23 January 2023
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.
Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s Research & Advisory organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
Information Resources, Inc. ("IRI") and The NPD Group ("NPD") merged to form a new combined company Circana.
Circana is recognized as IRI within the report.
Market Guide for Retail Unified Price, Promotion and Markdown Applications – Long Life Cycle
Unified Price, Promotion and Markdown Optimization (UPPMO) solutions help multichannel retailers leverage predictive analytics, algorithms and optimization to plan and manage every aspect of pricing.
In this report, Gartner® provides an overview of the market direction and lists Representative Vendors, including IRI. This is to help Multichannel Retailers understand the capabilities that matter and provides a point of view into key trends impacting the market like Automation, Real-Time Pricing and Collaboration.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com.
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Gartner, Market Guide for Retail Unified Price, Promotion and Markdown Optimization – Long Life Cycle, 28 July 2022, Jonathan Kutner
Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.
Market Guide for Marketing Mix Modeling, 2022
Marketing Mix Modeling solutions help marketing leaders plan future marketing spend and measure performance through advanced statistical techniques.
In this report, Gartner provides an overview of the market direction and lists sample vendors, including IRI, to help marketers understand the capabilities that matter and answer questions about how to think about data, models, optimization and planning.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com.
Gartner, Market Guide for Marketing Mix Modeling, 22 June 2022, Matt Wakeman, Jason McNellis
Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.
Hype Cycle for Consumer Goods, 2021
This report analyzes technologies that help consumer goods (CG) manufacturers address new post-pandemic realities. Among them is Revenue Growth Management (RGM), which Gartner describes as an emerging technology with a "High" benefit rating.
"RGM is an extension of digitalization as it collects information from multiple sources for consideration in everything from pricing to customer performance," the report notes.
According to the report, use cases for RGM offer a 2% to 7% return on sales (ROS) as a return on investment (ROI).
IRI is listed in the report as a sample vendor for RGM.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com
Gartner, Hype Cycle for Consumer Goods, 2021
Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.
Market Guide for Retail Unified Price, Promotion and Markdown Optimization (UPPMO) Applications, January 2021
Global retail research from Gartner analyzes the unified pricing solutions currently in the market for large and midsize retailers, and for products sold in-store, online and through mobile and social media. These unified solutions use predictive analytics and algorithm capabilities to plan and manage five types of pricing:
- Initial pricing
- Regular pricing
- Markdown pricing
- Promotion pricing
- Contextualized real-time pricing
Gartner outlines the importance of understanding why artificial intelligence (AI) driven, unified price optimization solutions are necessary to price for unified retail commerce and which newer technologies can provide improved pricing and promotion planning and management throughout the entire life cycle of the merchandise.
To be included in the Market Guide, vendors for these solutions must have live retail price and promotion implementations in large unified commerce retailers with revenue greater than $1 billion.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com.
Gartner, Market Guide for Retail Unified Price, Promotion and Markdown Optimization Applications, 6 January 2021, Robert Hetu
Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.
Market Guide for Integrated Media Planning Tools
Integrated media planning tools track “where, when and how money will be spent, target audiences, and expected results.” We believe that planning TV advertising spend around audiences that are more likely to buy and planning digital advertising campaigns based on purchase propensity and viewability can help marketers realize an increase in media efficiencies.
In this report, Gartner provides key drivers of today's market direction, including but not limited to:
- Changes in media consumption patterns
- Changes in the mix of paid advertising spend
- A new generation of video-centric capabilities gaining traction
In the research, Gartner also mentions IRI as part of a sample of partners who enable digital and TV planning.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com.
Gartner, Market Guide for Integrated Media Planning Tools, 30 October 2019, Eric Schmitt
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.
Market Guide for Strategic Marketing Measurement
Strategic marketing measurement programs like marketing mix modeling and unified measurement (which frequently combines multitouch attribution and marketing mix modeling) help marketing leaders measure past, large, long-term investments and plan for future marketing spend.
In this report, Gartner provides an overview of the market's direction on marketing analytics maturity and sample vendors, including IRI, to help marketers looking to quantify the impact of their marketing and advertising investments.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com.
Gartner, Market Guide for Strategic Marketing Measurement, 12 December 2019, Jason McNellis
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.
Market Guide for Unified Price, Promotion and Markdown Optimization Applications
As retailers continue to focus on optimizing pricing across all channels, unified price, promotion and markdown optimization (UPPMO) is a technology that can improve pricing and promotion throughout a product's life cycle. This report from Gartner indicates: “The majority of retailer respondents for each region reports planning to pilot and/or deploy some form of AI for pricing by year-end 2020.” IRI is included in the report's list of representative vendors – both in the solutions and data service provider categories – and is the only vendor mentioned in both areas.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com.
Gartner, Hype Cycle for Consumer Goods, 2019, Ellen Eichhorn, 29 July 2019
Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.
Hype Cycle for Consumer Goods, 2019
“In addition to revenue growth, increasing efficiency and productivity positively impacts the bottom line.” CPG companies must consider new investments in game-changing technologies. Specifically, they will need tools that accelerate insights, automate routine tasks and redefine their business models. The latest Hype Cycle for Consumer Goods report from Gartner analyzes the newest technologies that will enable future disruption in CPG, guidance on what CIOs and other users need to consider when adopting these technologies into their organizations and additional resources for learning.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com.
Gartner, Hype Cycle for Consumer Goods, 2019, Ellen Eichhorn, 29 July 2019
Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.
The Marketing Measurement & Optimization Landscape, Q2 2023
Marketing Measurement & Optimization (MMO) service providers gather data about marketing spend to measure, analyst and optimize marketing & media strategies across paid, owned & earned initiatives. With the proliferation of new channels and a changing marketing & media landscape, it’s more critical than ever to be precise in measurement and leverage insights to inform marketing investments.
This new report from Forrester Research helps marketing leaders understand what to expect from Marketing Measurement providers and select the provider that meets their needs. The report provides an overview of 17 MMO providers, segmenting across revenue and functionality. Circana is listed in the report as a large vendor and self-reported as having clients select them for most or all capabilities across all business scenarios.
For questions about this report, please contact evan.schwartz@circana.com.
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Forrester, The Marketing Measurement And Optimization Landscape, by Tina Moffett, with Emily Collins, Benjamin Nagle, Christine Turley, May 3, 2023
Information Resources, Inc. ("IRI") and The NPD Group ("NPD") merged to form a new combined company Circana.
US Online Grocery Snapshot: Q4 2022
This Forrester report, developed with IRI data, focuses on several important topics related to online grocery sales. This report looks at the impact to Grocery Sales as it relates to macro-economic market forces like inflation and supply chain challenges.
The report outlines key trends and individual category performance.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com.
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US Online Grocery Snapshot: Q2 2022
Forrester, a leading research and advisory company that helps clients shorten the distance between bold vision and superior impact, partnered with IRI to leverage data, including robust in-store and online retailer point-of-sale data, plus best-in-class data science and projection methodology to complete this quarterly snapshot report of US Online Grocery trends.
In the report, Forrester and IRI split online grocery into 8 sub-categories, highlighting changes in YOY growth across Edible Perishable, Edible Nonperishable and Nonedible.
The research also covers:
- Food categories share of online grocery sales.
- Amazon and Walmart share of sales and method of delivery.
- Market drivers including inflation driving up food prices and challenges with grocery delivery models.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com.
Marketing Measurement and Optimization Solutions, Q1 2022
Forrester Research has released its newest "The Forrester Wave™: Marketing Measurement and Optimization Solutions, Q1 2022" report, and it 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. IRI Fusion™, IRI's unified marketing measurement and optimization solution, is the offering on which Forrester focused primarily.
Forrester notes: "Companies that want to partner with marketing and media experts, and want access to diverse data sources, should consider IRI."
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com.
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US Online Grocery Snapshot: Q4 2021
This Forrester report, developed with IRI data, focuses on several important topics related to online grocery sales, including category growth in eight edible and non-edible categories looking back four quarters, trends in click-and collect and e-commerce sales growth and the impact of inflation.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com
Now Tech: Trade Promotion Management, Q4, 2021
Trade promotion management (TPM) is a technology that helps enterprises defend market share, attract new customers and boost the success of new product launches. This new Forrester report was designed to help CIOs understand the value they can expect from a TPM provider and select one that best meets their needs.
The report provides an overview of 22 TPM providers, breaking them into three market categories by TPM revenue. It also breaks the market into five functionality segments, including:
- Analytic trade promotion solutions focusing on optimizing tactics.
- Analytic and supply chain finance solutions that synchronize with integrated business planning (IBP) processes.
- Supply chain and finance open-loop solutions that align inventory with uplift.
- Supply chain and finance closed-loop solutions that streamline promotion claims.
- Planning and execution closed-loop solutions that streamline execution of "traditional trade" elements such as direct store delivery and traditional trade outlet channels.
IRI is listed in the report as a TPM provider.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com
US Online Grocery Snapshot: Q2 2021
This report showcases the biggest emerging online grocery trends as American consumers return to “normal.” Forrester uses IRI data to highlight the fastest-growing grocery subcategories, the distribution of online grocery delivery formats, and the retailers that have gained the greatest share.
The research also uncovers trends that include:
- Higher online growth in food categories as shoppers stick with their newly developed behaviors.
- Continued share gains by Amazon in online grocery.
- Click-and-collect growth for food items and losses for nonedible nonperishables.
- Continued attractive grocery shipping and pickup offers by various retailers.
- A return to a more traditional balance between grocery and restaurant sales.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com
Now Tech: Marketing Measurement and Optimization Solutions, Q2 2021
Today's data-rich environment demands brand expertise combined with quantitative rigor. Technology has only enhanced this need in the marketing measurement space. Marketers and analytics professionals should plan to modernize their marketing measurement strategy accordingly through continued learning and adoption of more modern approaches such as:
- Unified marketing performance measurement
- Marketing mix modeling
- Multitouch attribution
- TV attribution
- Marketing performance monitors
Forrester says, "brands that still rely on vanity metrics like impressions and clicks will fall further and further behind their competitors that are embracing data-driven marketing unless they start now."
Marketers can use this report to understand the value they should expect from a marketing measurement and optimization provider.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com
Marketing Measurement's Higher Calling: Lead Your Firm To An Insights-Driven Future
The value of marketing measurement goes beyond understanding the revenue impact of impressions, gross rating points (GRPs) or clicks. Marketers have the opportunity to build on advanced analytical approaches to analyze business issues across the enterprise, including how marketing — in combination with product, distribution and operations — impacts business growth.
This report looks at three ways marketers can lead their organizations to an insights-driven future. It begins with unified marketing measurement that incorporates all factors affecting marketing performance for a single source of truth, moving beyond post-campaign metrics to planning and optimization insights, and connecting the data and insights from unified marketing to other decision-making processes across the enterprise.
Research suggests tapping partners like IRI to train marketers in the skills needed to lead their firm's transformation to an insights-driven business.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com
US Online Grocery Snapshot: Q1 2021
IRI Data Shows How the Pandemic Has Shaped Online Grocery
In the report, Forrester and IRI split online grocery into eight major subcategories: general merchandise, home care, health, beauty, refrigerated items, frozen items, general food, and beverages. Forrester leverages E-Market Insights to show growth by category from 2019 to 2020 for e-commerce sales. The research also covers:
- Amazon and Walmart's strengths in online grocery
- How nonperishable nonfood items still comprise most online grocery purchases
- Whether the restaurant recovery will stall grocery growth
- The future of online grocery, which is hardly certain
- Forrester recommendations, including brands and grocers risk overcorrection due to early pandemic signs
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com
US Online Grocery Snapshot: Q1 2020
IRI Data Shows Which Essentials Shoppers Most Frequently Buy Online
The grocery sector is huge, but online grocery shopping has had mixed results. Thin margins, execution challenges and elusive demand have hindered its growth, and it remains to be seen whether the boost in demand due to COVID-19 will continue post-pandemic.
Forrester partnered with IRI to understand the size and scope of online grocery in the U.S., analyzing edible vs. nonedible performance, category growth, fulfillment type and challenges. The IRI E-Market Insights data cited throughout this research was gathered at the beginning of the COVID-19 pandemic and was incorporated where relevant.
Products were aggregated into three categories that encompass product sales at grocery stores: nonedibles/nonfood, nonperishable edibles/food and perishable edibles/food.
Some highlights from the research:
- The online groceries that people choose to buy are heavily correlated to how they receive the items.
- Only 4% of perishable goods are sold online and continue to present the biggest challenges for delivery and even pickup.
- All edible categories (both perishable and nonperishable) are experiencing high double-digit year-over-year growth.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com.
Forrester Report: Brands' Success Relies on Relationships with Retailers
In this report, Forrester mentions IRI's collaboration gateways in its section on “enlightened partnerships” leveraging customer insights for mutual (brand + retailer) benefits. Here's an excerpt below:
“Sharing consumer insights and decision making. Retailers including Ahold Delhaize, Speedway, Southeastern Grocers, Waitrose, and Walgreens Boots Alliance are using collaboration gateways such as IRI to partner more efficiently with their brand suppliers. Access to aggregated, pseudonymized point-of-sale (POS), rest-of-market shopper, or loyalty data creates a common language and shared KPIs to reach better decisions without the need for stringent privacy requirements. Waitrose's collaboration gateway will give brand partners a comprehensive view of performance and customer insight. Waitrose head of insight Clare Gough said, “By bringing this added depth and breadth of insight to Waitrose & Partners, and our suppliers, we are able to differentiate our range for the long-term benefit of customers.”
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com.
Now Tech: Pricing and Promotion, Q3 2019
Effective pricing and promotion decisions can improve revenues and margins and help companies better plan inventory and logistics by quantifying sales lift from each tactic that was used. In this report, Forrester provides an overview of the market and vendors, to help companies understand the value they can expect from providers. Forrester analyzed 23 vendors based on their market presence and functionality, and IRI is included as a large provider in this space.
For questions about this report or the data used, please contact evan.schwartz@iriworldwide.com.