IRI Rolls Out 'Media Profilers Application'

Consumer data giant IRI has launched an automated, on-demand platform called the Media Profilers Application, to help FMCG brands, their media agencies and media owners isolate and measure the effects of their media campaigns in the market.

The new platform presents analyses based on store-level data, and enables marketers to save test scenarios and run them again weekly, monthly, or over a longer period to see the impact of campaigns on sales, and how this changes over time. It has been designed for both large and small / emerging brands that want either to measure on-the-spot digital campaign impact or conduct small scale 'test and learn' campaigns before implementing large-scale or national roll-outs. IRI says the platform is ideal for measuring and optimising local spot buys, digital, social, or digital out of home.

Carl Carter (pictured), Head of Marketing Strategy & Effectiveness for IRI UK, comments: 'The successful roll-out of a media and marketing campaign requires full understanding of the business issues, along with access to granular store-level data. Too often companies make decisions based on inaccurate data and poorly tested scenarios. IRI provides unprecedented levels of visibility, combined with a unique knowledge and insight into the FMCG market, all underpinned by our always-on, fast, accurate and reliable technology platform'.

Web site: www.iriworldwide.com .