IRI launch empowers FMCG

FMCG manufacturers can now benefit from the ‘always-on’ access to market data, analysis and insights with IRI’s new end-to-end analytics platform.

Launched at the 2019 IRI Growth Summit in London, July 8-10, the IRI Always-on Marketing Mix Effectiveness platform enables manufacturers to measure, optimise and plan their brand’s performance, including price and promotions, media and marketing activity.

“Access to the latest market data and insights take on average around 20 weeks for companies within FMCG,” IRI ACE Managing Director Solutions and Innovation Constantinos Kotopoulos said.

“In a fast-changing dynamic sector, this is too slow.”

How it works

It’s powered by IRI Liquid Data technology, IRI Liquid Modeling machine learning algorithm and the Unify visualisation platform.

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

“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,” Dr Kotopoulos said.

More from IRI

IRI is a leading provider of big data, predictive analytics and forward-looking insights. It has invested nearly $1 billion in its technology in the past few years to enable its solutions to automatically identify market opportunities. IRI has one of the largest in-house analytics centres of excellence (ACE) based in Athens, which employs 220 data scientists and consultants and is building smart solutions to increase customer satisfaction.

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