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.

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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

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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.

To receive a copy of 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.” To receive a copy of 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. To receive a copy of this report, please contact Tanya.Shuckhart@IRIworldwide.com. 

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.

 

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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. To receive a copy of this report, please contact Tanya.Shuckhart@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. To receive a copy of this report, please contact Tanya.Shuckhart@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. To receive a copy of this report, please contact Tanya.Shuckhart@IRIworldwide.com.

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. To receive a copy of this report, please contact Tanya.Shuckhart@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.