SHOPPER MARKETING MEASUREMENT

Improve and optimize campaigns by understanding what’s driving shopper purchase.  

With the majority of CPG purchases still made in store, and many on impulse, marketers continue to invest heavily in shopper marketing programs to reach consumers. However, without access to timely, accurate and harmonized data, the ROI for these programs is difficult to measure.

Shopper Marketing Measurement identifies what elements in the consumer journey helped “close” the sale. With its vast point-of-sale, loyalty (covering 500 million frequent shopper cards), media and other integrated data sets, IRI helps marketers quickly understand consumers’ in-the-moment shopping, consumption and usage behaviors and at a granular level. Marketers will know which elements of their shopper marketing programs are working or not, how to improve overall performance.  

Learn more about IRI's other post-campaign capabilities: National Campaign Measurement, Multi-Touch Attribution, Matched Market Testing and Unified Measurement

Client Success Stories

Testing Before Spending

A major CPG brand was eager to understand the impact of doubling its ad spend. If it had used non-modeled sales data, the brand would not have seen an impact from its increase in spending. However, after adjusting for merchandising imbalances across markets, IRI Matched Market Testing revealed that doubling ad dollars had generated a 25 percent increase in sales.