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.
Open Report
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, please contact Tanya.Shuckhart@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, please contact Tanya.Shuckhart@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, please contact Tanya.Shuckhart@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, please contact Tanya.Shuckhart@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, please contact Tanya.Shuckhart@IRIworldwide.com.