IRI Integrates Facebook Data via Mix Modeling Program

Retail data giant IRI is joining Facebook's Marketing Mix Modeling (MMM) Program, which recognises it as a trusted third party which can leverage the social network's performance metrics to measure clients' marketing.

The MMM portal is immediately available for all IRI clients. Its analysis quantifies the incremental sales impact and ROI of marketing activities, on- and off-line.

'In becoming a member of the MMM Program', says IRI Media Center of Excellence President Nishat Mehta (pictured), 'IRI will offer clients comprehensive insights about the performance of their total marketing spend, an increasing portion of which is invested on Facebook'. President of Strategic Analytics KK Davey adds: 'Now, Facebook data is integrated seamlessly and quickly into our marketing data management platform (mDMP) along with other media and marketing data. We can quantify the impact of social media performance on offline and online sales, and help marketers simulate various scenarios in the IRI Marketing Foresight solution'.

The IRI Partner Ecosystem includes the likes of Adobe, The Boston Consulting Group, Comscore, Dynata, Experian, GfK, Ipsos, Oracle, Pinterest and SPINS.

Web site: www.iriworldwide.com .