Marketing Mix

IRI’s Marketing Mix (MMX) Models provide a holistic approach to understanding marketing levers for revenue growth.

There are five key components to your product's marketing mix which will affect the sales performance of your brand within a category:

Price
Promotions
Competition
Media
Weather

Marketing Mix Modeling identifies which marketing levers truly drive incremental sales.

IRI decompose sales volume to identify and quantify the impact of the different marketing mix levers on the sales performance of a product within a category. By monitoring the sales performance of the whole category and by using store level data our models provide the deepest and broadest set of data to see what’s really driving incremental sales.

Understand your competitors like never before.

By analysing the whole category, not only can you gain insights into what marketing strategies work for your brand, but you can also understand how a competitor’s marketing mix activity impacts your sales performance.

Identify customer purchase behaviour within your category.

IRI’s Marketing Mix Models use price elasticity analysis to identify customer’s behaviours to different price points so you can optimise your base price and promotional price in terms of both value and volume sales.

How we're different
ANALYTICS TAILORED TO YOU
Built with IRI Liquid Data, our analytics come pre-integrated with the industry's richest datasets across sales, consumer behaviour, media, social, environmental, causal and more, ensuring our Marketing Mix Models can be tailored to you.
OUR ANALYTICS ARE BEST-IN-CLASS
Only IRI Analytics Centre of Excellence is ISO certified

ISO certified
ACTIONABLE INSIGHTS DELIVERED
Our user-friendly reports provide real actionable insights and can be presented face-to-face or sent straight to your inbox.
NEW

IRI Marketing mix 7x3
Faster access to actionable insights to optimise price, promo and media planning.
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Read our Marketing Mix case study
Read our Marketing Mix case study

See how IRI identified a 7% revenue improvement with the same spend through in-depth Marketing Mix analysis.

Read our Marketing Mix case study
How can we help you supercharge growth and profitability?

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