IRI Launches In-Flight Campaign Measurement Solution

Consumer data giant IRI has launched a tool called the In-Flight Measurement Optimization solution, giving CPG manufacturers and retailers real-time, purchase-based insights into ongoing digital marketing campaign performance.

The new solution uses two algorithms - IRI's Sales Effectiveness Index and its Lift On Demand - as well as the company's database of 500 million frequent shopper loyalty cards, to help marketers make optimizations throughout a campaign. Users can gain insights within one week of a campaign launch, and thereafter continuously throughout its lifecycle, including matching of online impressions with off-line purchases.

Nishat Mehta (pictured), President of the firm's Media Center of Excellence, comments: 'IRI has invested significantly in the development of solutions that allow manufacturers and retailers to leverage real-time, purchase-based results to optimize digital campaign performance while they are in-flight. IRI's In-Flight Measurement Optimization allows advertisers to effectively compare and optimize campaign performance results at the tactical level as early as one week into the campaign, and delivers results weekly thereafter, without sacrificing accuracy or granularity'.

Web site: www.iriworldwide.com .