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IRI launches service to give drinks companies insight into whether digital media campaigns work

Published:  04 September, 2015

Retail intelligence company IRI has launched a new service which it claims will help drinks marketers understand the impact of digital media activity on their brands' sales in shops.

It says that IRI Digital Active will provide detailed analysis on where a campaign is having the most impact, including specific regions and even individual superstores.

Carl Carter, head of digital media for Europe at IRI, said: "Measuring the effectiveness of digital media is notoriously difficult. As a result most media mix measurements are still very top level when they look at how actual sales are generated.

"They tend to look at a national or sometimes regional level and if marketing spend in some digital channels is not high enough it can be difficult to isolate effectiveness at all.

"FMCG marketers need to be able to choose the most appropriate mix of digital media channels to influence shopper behaviour in specific regions and stores."

IRI Digital Active works by using "advanced modelling techniques" to map geographically-based audience targeting against store sales data to measure the effectiveness of campaigns on Facebook, Twitter, Google ads and video on demand.

Carter added: "It provides detailed understanding of exactly which digital campaigns move products off the shelves and where so that they can more effectively allocate marketing spend to support in-store promotions and sales."

The service is available now for measurement of single media channels and more complex analysis of multiple-channel campaigns will be available by the end of the year.