Press Releases

IRI to Discuss Innovative Marketing Measurement Strategies During ARF AUDIENCExSCIENCE Conference


Shelly Murphy, Vice President, Media Center of Excellence, IRI®
Nishat Mehta, President, Media Center of Excellence, IRI
Jennifer Pelino, SVP, Omnichannel, IRI
Justin Petty, SVP, Media Solutions and Product Management, IRI

On June 11, IRI’s Shelly Murphy will join a panel of experts during ARF’s Cross-Platform Measurement Council Attribution Showcase, where she will present a case study and speak on attribution and cross-channel lift measurement.

On June 12, IRI’s Nishat Mehta will demonstrate how marketers can drive loyalty and maximize consumer lifetime value by leveraging first-party data via CRM programs during his presentation titled, “The Most Important Audience Is the One You Already Have”

On June 13, IRI’s Jennifer Pelino and Justin Petty will discuss how in-flight optimization is a key tactic advertisers can employ to increase exposure accuracy during their session titled, “Accelerate Personalization for CPG Brands with Audience In-Flight Optimization”

One of the challenges that the consumer packaged goods industry continues to face is that 80 to 90 percent of sales still occur offline, which limits the means to trace back and assign proper credit to different channels. Without knowing which channels are driving sales or which efforts are working, marketers do not know which of their efforts are producing positive ROI and how to optimize their marketing activity.


Monday, June 11, 2018

1–5:30 p.m. EDT
ARF’s Cross-Platform Measurement Council Attribution Showcase

Tuesday, June 12, 2018
8:45–9:15 a.m. EDT
The Most Important Audience Is the One You Already Have
Wednesday, June 13, 2018
11–11:30 a.m. EDT
Accelerate Personalization for CPG Brands with Audience In-Flight Optimization

Hyatt Regency Jersey City
2 Exchange Place
Jersey City, NJ 07302

About IRI
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers and media companies to grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI helps to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver market-leading growth. A confluence of major external events — a revolution in consumer buying, big data coming into its own, advanced analytics and automated consumer activation — is leading to a seismic shift in drivers of success in all industries. Ensure your business can leverage data at


IRI Contact:                                                             
Shelley Hughes                                                      
Phone: +1 312.474.3675

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