IRI Joins Facebook Marketing Mix Modeling Program


CHICAGO–(COMMERCIAL THREAD) – IRI®, a global leader in innovative solutions and services for consumer, retail and media businesses, today announced that it has been selected to join the Marketing Mix Modeling (MMM) program on Facebook. As a member of the Facebook MMM Partner Program, IRI has been designated as a trusted third party with the authority to leverage Facebook performance metrics to drive comprehensive marketing metrics for customers.

Marketing Mix is ​​a data-driven statistical analysis that quantifies the incremental impact on sales and ROI of marketing activities, measuring both offline and online sales across all channels. Adding integration with Facebook allows advertisers to get a more complete picture of their total marketing spend.

“By becoming a member of the MMM program, IRI will provide clients with comprehensive information on the performance of their total marketing spend, an increasing portion of which is invested on Facebook,” said Nishat Mehta, president of IRI’s Media Center of Excellence. “Ultimately, our platform helps marketers more effectively measure the business value and results of their marketing campaigns, across all relevant channels. ”

“We are delighted to have been selected to join this impressive list of suppliers and believe this is recognition of the power of our analytics solutions and decision support tools,” said said KK Davey, president of strategic analysis at IRI. “Now Facebook data is seamlessly and quickly integrated into our Marketing Data Management (mDMP) platform 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 MMM portal is currently available to all IRI customers. For more information on IRI’s participation in the MMM Partner Program, contact Kathi Stevens.

About the IRI Partner Ecosystem

IRI fundamentally believes that delivering differentiated growth to its clients requires a deep and highly integrated partnership with a variety of leading companies. As such, IRI works closely with a wide range of industry leaders across multiple industries and sectors to create innovative joint solutions, services and access to capabilities to help its clients collaborate more effectively and be more competitive in their various markets and to exceed their growth targets. IRI is committed to its partnership philosophy and continues to actively improve its open ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. IRI’s partner ecosystem includes leading companies such as 84.51 °, Adobe, The Boston Consulting Group, Comscore, Data Plus Math, Dynata, Edge by Acential, Edison, Experian, GfK, Gigwalk, Google, Ipsos, Jumpshot, Mastercard Advisors, MaxPoint, Ogury, Omnicom, One Click Retail, Oracle , Pinterest, SPINS, Univision, Valassis, Viant and others.

About IRI

IRI is a leading provider of big data, predictive analytics, and forward-looking insights that help CPG, OTC healthcare organizations, retailers, financial services, and media companies grow their businesses. A confluence of major external events – a shift in consumer buying habits, big data coming into itself, advanced analytics and personalized consumer activation – is leading to a radical shift in the drivers of success across all markets. sectors. With the largest repository of purchasing, media, social, causal and loyalty data, all integrated on an on-demand cloud-based technology platform, IRI is driving the personalization revolution, helping to guide its customers. over 5,000 clients around the world in their quest to stay relentlessly relevant, capture market share, connect with consumers, collaborate with key constituents and generate market-leading growth. For more information visit


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