IRI adds measurement and tracking to e-commerce offer

E-Market Insights uses an integrated e-commerce data set and a range of partners including comScore and Return Path. Features will include measurement/ projection of all CPG online sales activity, category and brand-level data and two years of data history.

The service is presented alongside IRI’s OmniChannel Shopper Behaviour Insights, Digital Path-to-Purchase and E-ShopperLink consumer segmentation as ‘components to improve understanding of online shopping and shopper trends for CPG manufacturers and retailers'.

“IRI empowers clients to stay ahead of the ever-changing e-commerce marketplace with this groundbreaking solution, which rounds out our comprehensive e-commerce solution suite,” said Robert Tomei, president, Consumer & Shopper Marketing, IRI.

“By 2018, more than 50 percent of all CPG category market growth will be online, so it is critical for both CPG retailers and manufacturers to understand the impact of how consumers will be shopping online versus offline across their categories.”