SymphonyIRI Launches Brand Performance Tool

Retail market intelligence giant SymphonyIRI has launched a web-based solution designed to provide CPG clients with a 360-degree view of their brand performance against past marketing plans.

The recently re-named company says its Brand Advantage tool will deliver ongoing insights on how organizations plan, track and adjust their marketing and pricing strategies.

Using online dashboards, reports and simulated plans, Brand Advantage enables users to simulate multiple brand and media scenarios, identify areas of improvement, and pinpoint optimization opportunities by volume or profit.

By tapping its proprietary modeling platforms, the firm says the new solution will help CPG companies to integrate analysis of their marketing mix, pricing and trade results, delivering 'one point of truth'.

'Too often, in the past, marketing planning was limited to using analytics once a year, usually during the up-front planning process,' explained Patrick Cummings, EVP and Division President of Modeling & Analytics Solutions. 'Now Brand Advantage enables marketers to successfully evaluate their programs on an on-going basis to maximize effectiveness and seize opportunities.'

Web site: www.symphonyiri.com .