In the UK, retail and healthcare data giant IRI has introduced a solution called Digital Active, to help FMCG marketers isolate and measure the effect of digital media spend on FMCG sales in-store.
The solution uses advanced modeling techniques to map audience geo-targeting against store-level sales data. It has been designed to evaluate the pre-, during and post-campaign effects of digital marketing activity against sales at a national, regional and store level.
In addition, the tool provides detailed analysis on where the campaign is having the most impact - in specific regions and even individual superstores. The solution can also be used to analyse the impact of individual paid, owned and earned digital campaigns over Facebook or Twitter, Google ads and video on demand against sales according to brands and individual products (SKUs).
Carl Carter (pictured), Head of Digital Media for Europe, says at present the solution can be used for measurement of single media channels, while more complex analysis of multiple digital media compared to traditional media due for launch by the end of the year. He sums up: 'Digital Active provides detailed understanding of exactly which digital campaigns move products off the shelves and where so that they can more effectively allocate marketing spend to support in-store promotions and sales'.
Web site: www.iriworldwide.eu .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.