IRI Digital Active evaluates the pre-, during, and post-campaign effects of digital marketing activity against sales at a national, regional and store level. The solution provides analysis on where the campaign is having the most impact – in specific regions and individual superstores.

“Measuring the effectiveness of digital media is notoriously difficult,” said Carl Carter, head of digital media for Europe at IRI. “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.”

The solution is currently available for measurement of single media channels, with more complex analysis of multiple digital media compared with traditional media available by the end of the year.