Mix Drivers - Information Resources, Inc. (IRI)

Mix Drivers

Mix Drivers™ combines model results with client financial information to calculate the ROI of each marketing element and optimize marketing spending on an individual brand. The statistical power of Mix Drivers™ evaluates all driving factors simultaneously, so that accurate assessments are made even when marketing events occur simultaneously. The IRI approach controls for competitive activities such as base price, advertising, and merchandising. It can also determine the impact of competitive advertising on own brand. The IRI Return on Marketing Investment (“ROMI”) practice is built on the fundamental science of Bayesian modeling combined with domain expertise in market response modeling for CPG.

See

WHAT YOU’RE MISSING: Diagnose drivers of performance using proven methodology

Act

FASTER AND WITH GREATER CONFIDENCE: Quantify efficiency of marketing levers. Track against KPIs. Evaluate scenario changes.

Win

AT THE SHELF: Properly allocate focus and budgets across marketing vehicles and formats

TAKE THE NEXT STEP

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PRODUCT AT A GLANCE

DataSheets

Mix Drivers™

Summary
Mix Drivers™ combines model results with client financial information to calculate the ROI of each marketing element and optimize marketing spending on an individual brand.

Business Issue Addressed:

Market Performance and Brand Building

Key Features & Benefits:

Quantify marketing driven volume vs. base volume
Determine the volume contribution of each individual marketing activity
Assess the efficiency of each individual marketing program by time period
Compare across marketing vehicle to understand relative effectiveness
Incorporate profit margins to assess overall business efficiencies by marketing vehicle and by time period
Evaluate financial implications of changes made to each component of the marketing plan
Measure target brand results against results of similar sized and marketed brands
Benchmark each individual marketing program as well as the overall brand plan
Forecast future sales results if marketing plan is not changed

You should consider this product if you are in:

Brand Management
Sales Management

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