IRI to Discuss Innovative Marketing Measurement Strategies During ARF AUDIENCExSCIENCE Conference
“Accelerate Personalization for CPG Brands with Audience In-Flight Optimization”
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WHO: |
Shelly Murphy, Vice President, Media Center of Excellence, IRI® |
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Nishat Mehta, President, Media Center of Excellence, IRI |
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Jennifer Pelino, SVP, Omnichannel, IRI |
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Justin Petty, SVP, Media Solutions and Product Management, IRI |
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| Read More: Great Sales Intelligence Encompasses Fit, Intent, And Opportunity For Faster Revenue Growth | |||
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WHAT: |
On 11 June, IRI’s Shelly Murphy will join a panel of experts during ARF’s Cross-Platform Measurement Council Attribution Showcase, where she will present a case study and speak on attribution and cross-channel lift measurement. | ||
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On 12 June, IRI’s Nishat Mehta will demonstrate how marketers can drive loyalty and maximize consumer lifetime value by leveraging first-party data via CRM programs during his presentation titled, “The Most Important Audience Is the One You Already Have” |
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| Read More: Current AI System Of Growth Spans SalesTech, MarTech, And AI | |||
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On June 13, IRI’s Jennifer Pelino and Justin Petty will discuss how in-flight optimization is a key tactic that advertisers can employ to increase exposure accuracy during their session titled, “Accelerate Personalization for CPG Brands with Audience In-Flight Optimization” |
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WHY: |
One of the challenges that the consumer packaged goods industry continues to face is that 80 to 90 percent of sales still occur offline, which limits the means to trace back and assign proper credit to different channels. Without knowing which channels are driving sales or which efforts are working, marketers do not know which of their efforts are producing positive ROI and how to optimize their marketing activity. | ||
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