CHICAGO — Google has selected IRI as a partner for marketing mix analyses as part of the new Google Measurement Partners program. Google designed the program to provide top quality and choice to its advertisers across seven specialization areas. IRI’s selection is the latest advance in its ongoing relationship with Google to provide high-quality data and analytics services to Google advertisers.
Marketing mix analyses quantify and help optimize consumer activation through media, consumer promotions, trade and related activities. IRI will work with Google to provide advertisers with superior analytics to make the most of its investments across Google properties, such as Google Video, Display, Search and YouTube. Select advertisers can leverage their current access to Google paid media data across Google-owned media properties as well as IRI’s advanced marketing mix solutions to deliver a comprehensive marketing measurement program. Previous IRI research has revealed that campaigns including marketing mix analyses generate a return as much as 12 percent higher than other campaigns.
“Google chose IRI to offer its marketing mix solutions based on our continuous innovation and expertise serving consumer packaged goods (CPG), retail and over-the-counter healthcare markets,” said Krishnakumar (KK) Davey, president of Strategic Analytics for IRI. “We are continuously investing in new data partnerships, new analytics solutions and decision-support tools that enable brands, retailers and agencies to gain deeper insights more rapidly, which optimizes the impact of campaigns.”