As a member of the initiative, IRI can use the social network’s performance metrics to offer clients cross-channel marketing measurement.

Marketing mix modelling quantifies the incremental sales impact and return on investment of marketing activities, including offline and online sales across channels.

Through the programme, data from Facebook will be integrated into IRI’s marketing data management platform alongside other media and marketing data.

Nishat Mehta, president of the IRI Media Center of Excellence, said: “In becoming a member of the MMM programme, IRI will offer clients comprehensive insights about the performance of their total marketing spend, an increasing portion of which is invested on Facebook.”