The Always-On Marketing Mix Effectiveness tool is based on IRI’s technologies, including its machine learning and Unify visualisation platforms.

It works by connecting to a data source or API from IRI, a client or third party. FMCG manufacturers and brands can use the tool to measure and optimise performance, including price, promotion, and media and marketing activity.

It follows the launch of IRI’s Media Profilers Application, which measures FMCG media campaigns using store-level data.

Dr. Constantinos Kotopoulos, managing director, solutions and innovation at IRI, said: “Our end to end platform offers a seamless solution that integrates with a client’s own systems and processes and is ready to go.”