NEWS25 July 2017

IRI offers low-cost analytics for smaller brands

Data analytics FMCG News Retail UK

UK – Big data and analytics company IRI has launched IRI Marketing Mix (MMX) 7x3, giving brand analytics in three weeks for just £7,000.

Woman shopping supermarket trolley_crop

Based on the IRI Liquid Modeling platform, IRI MMX 7x3 will give smaller FMCG manufacturers insights on the effectiveness of pricing models, promotional strategies and media activities across channels.

For £7k, IRI delivers a marketing mix analysis based on a predefined scope, such as number of brands measured, promotional activities, media campaigns, etc., in less than three weeks.  

Stephanie Augier, product manager of analytics for manufacturers, IRI, said: “We now live in a brave new world of omni-channel retail, new technologies and changing business models – and where data is king. But many marketing and brand managers are struggling to keep up with the sheer volume of data and to make clear decisions about their products.

“We have effectively democratised analytics with our new MMX solution, allowing smaller brands to tap into our best-in-class capabilities and market knowledge and gain access to the same analysis as much larger brands.”