With data use becoming more restricted, privacy laws more stringent and the online cookie at risk, marketers need unified marketing measurement options that can address these challenges while improving marketing strategy and performance.

In its recent report, “The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2020,” Forrester evaluated nine vendors, including IRI, across 27 criteria to show how companies measure up and help marketers select the right one for their needs. According to Forrester:

“IRI combines its rich data with a services-driven marketing measurement solution. IRI remains a Strong Performer in this year’s Forrester Wave. IRI couples its Unified Measurement Model (UMM) with its robust IRI Liquid Data platform that houses household-level loyalty, propensity, social listening, and its clients’ own CRM data. IRI has a service-driven engagement approach that combines its expertise in marketing and analytics. The company brings deep expertise in the retail and consumer package goods (CPG) industries, providing deeper insights into how the traditional four P’s of marketing influence business performance. Its strategic vision combines speed and automation of insights, powered by enhanced machine learning-based recommendations engines and augmented decision making.

IRI is the vendor of choice for CPG or retail marketers because of its expertise in how media, pricing, trade, promotion, inventory, and external forces can impact marketing performance and future budget allocations. Clients are happy with its “collaborative partnership” approach and its “responsiveness” to questions and new ideas.”