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IRI Launches Always-On Marketing Mix Platform

July 5 2019

Consumer data giant IRI has launched an automated 'Always-on Marketing Mix Effectiveness Platform', to provide FMCG manufacturers with continuous access to market data, analysis and insights.

Constantinos KotopoulosPowered by the firm's Liquid Data predictive analytics and insights platform, Liquid Modeling machine learning algorithms and Unify visualisation platform, the new solution helps manufacturers to measure, optimise and plan their brand's performance across areas such as price and promotion, media and marketing activity. It also uncovers trends to help them adjust and improve their strategy and react to the competition.

The automated platform connects to any IRI, client or third party data source, API or file type. It then blends the different data elements to deliver a unified view, as well as insights, simulation and optimisation scenarios through IRI's Marketing Foresight, and Price and Promotion applications.

The service is supported by the expertise and knowledge of IRI's team at its in-house analytics centre of excellence (ACE) in Athens, Greece, where Constantinos Kotopoulos (pictured), ACE MD, Solutions and Innovation, comments: 'Access to the latest market data and insights takes on average around twenty weeks for companies within FMCG. In a fast-changing dynamic sector, this is too slow. Our always-on end to end platform offers a seamless solution that integrates with a client's own systems and processes and is ready to go. The concept is simple - data flows in, analysis flows out'.

Web site: www.iriworldwide.com .

All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.

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