Improve ad performance by adjusting campaign elements in flight.
Clients are using supporting proxy metrics, such as online behavioral data, to optimize their media dollars while they wait for their sales lift metrics. However, these proxy metrics do not always correlate to offline sales, and companies need solutions that optimize return on ad spend (ROAS) in an accurate and timely manner.
IRI In-Flight Sales Optimization offers clients a weekly read on the performance of their campaigns using the best available methodology. In the early weeks of a campaign, the solution provides an unmodeled metric to gauge overall performance. Once impression volume reaches a sufficient size, fully modeled Lift metrics are produced. This integrated approach allows for continuous monitoring and measurement of campaign and tactic performance, so marketers can make effective optimization decisions based on near-real-time measurement.
Learn more about IRI's other in-campaign solutions: Marketing Mix Modeling and Campaign Conversion Feed
A leading wine brand wanted to drive sales, particularly among a target audience of non-brand buyers and understand the impact of using weekly deterministic audiences for in-flight targeting optimization of campaign performance. By tying ad exposure data with deterministic audiences, using IRI’s industry-leading shopper data set of 500 million de-identified frequent shopper cards, the wine brand advertiser was able to identify which campaign tactics were driving sales in real time, and reallocate impressions accordingly. The overall campaign generated incremental sales of $1.25 million, mainly due to increased penetration while the optimized portion drove 79% higher return on ad spend than the non-optimized one.
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