Test marketing elements of a non-addressable campaign quickly and accurately. 

With an increasingly complex path to purchase, companies have a hard time quantifying how effective their campaigns are at the market level.

Matched Market Testing (MMT) enables marketers to account for the differences in conditions between test and control markets to isolate the true effects of their campaigns. With IRI’s point-of-sale and causal data, our methodology allows marketers to understand the causality of brand sales when there is a change in marketing elements. MMT is ideal for any brand that wants to measure the sales impact of regional and local spot buys, social media, out of home, print and media mix testing.

Learn more about IRI's other post-campaign capabilities: National Campaign MeasurementShopper Marketing MeasurementMulti-Touch Attribution and Unified Measurement


Isolate the true effects
of planned and in-market campaigns

Project results accurately
for national uplifts

Identify and adjust
for differences across markets

Client Success Stories



How can we help you supercharge growth and profitability?


95% of CPG, retail, and health and beauty companies in the Fortune 100 work with us