IRI launches media measurement application

The IRI Media Profilers Application is an automated on-demand platform to help FMCG brands, media agencies and media owners to easily isolate and measure the effects of their media campaigns in the market using store-level data.

Marketers can save test scenarios and run them again weekly, monthly, or over a longer period to see if campaigns are having more or less impact, and how they are impacting sales and delivering a return on investment.

Carl Carter, head of marketing strategy & effectiveness, for IRI UK, said: “The way we shop today is constantly changing and, as a result, brands must keep up with this changing consumer behaviour at speed. This means measuring, analysing and adapting their media campaigns and marketing activity. With budgets stretched across multiple activities, marketers and brand managers cannot afford to waste money on campaigns that fail to drive sales and deliver ROI for the business.”