1.
WORKING TOGETHER
TO GENERATE GROWTH,
FASTER
Tempo OMD & IRI Hellas – Marketing Mix Excellence

2.
© 2021 Information Resources Inc. (IRI) & Tempo OMD Hellas Proprietary.
MISSION OF THE
COOPERATION
IRI Hellas and Tempo OMD, two industry leaders
working together to provide the most
comprehensive evidence-based business
solutions.
Utilizing the know-how and their ability of collecting
and processing data, Tempo OMD in the media
market and IRI Hellas in the sales data of
consumer goods, synergies are created and
provide solutions in pricing, media and promo
investment in order to optimize your business
outcome.
A real game changer.

3.
© 2021 Information Resources Inc. (IRI) & Tempo OMD Hellas Proprietary.
• Member of the OMD, the Global Leading
Media Agency Network
• Top-tier media agency in Greece with more
than €100m in billings
• #1 “Dominant” media agency in RECMA’s
Qualitative Evaluation report for Greece
• Most awarded Media agency in Greece during
the last 5 years
• 25 years of Media expertise, 7 specialized
departments with a powerful consumer insights,
data & business analytics resource
• Empowered by Data & Technology
• CPG & retail experts
• Leading technology with IRI Liquid Data®
• Full market coverage
• Detailed at the most granular level store per
week sell out data of Greek organized trade
• NAD of 15 retailers
• Big Data analytics specialist
• Price, promo & media analysis experts
• Technology enablers – on line tools &
applications
• Advanced visualization tools
• Proved accuracy and standardized
procedures across markets
Combined Assets

4.
© 2021 Information Resources Inc. (IRI) & Tempo OMD Hellas Proprietary.
Τhe decomposition of Sales….
From a static sales overview, to a fully decomposed one
Own Price
Promotion
Competitor promotion
Media
Base Sales
Weekly Scanner (EPOS) Data
Store Level Data (IRi) or Nielsen Aggregated
data
Media Investments,
E.g., TV, Press, Radio Digital
In Store Sales Drivers
E.g., Promotions (delivered by “CLIENT”, Price,
Assortment,, etc.)
External factors & Internal Data
Seasonal sensitivity
Weather, Margins, Other relevant KPI’s
Trade Activity:
Mechanic-level Promo Contribution, Display vs. Shelf, Range
vs. Solus, Post-Promo Dips, Synergy.
Stocks Changes:
Distribution, Listings, Out-Of-Stocks etc.
Channel Variation:
Retailer, Chain, Fascia, Region, Store Size etc.
Competitor Impacts:
Pricing, Promotions, Media, Stocking etc.
Media Investments:
Channels: TV, Press, Radio, OOH, Digital etc. by Campaign
Price Fluctuations:
Inflation/Deflation, Gaps & Thresholds etc.
External Factors:
Private Consumption, GDP, Seasonality, Weather,
Temperature etc.
Custom Variables:
Redesigns, Pack Size Change, Geography Events, PR etc.

5.
© 2021 Information Resources Inc. (IRI) & Tempo OMD Hellas Proprietary.
Price Promo Media
• Calculate the price elasticity
• Estimate the price thresholds
and price gaps
• Define the optimum level of
pricing
• Identify the promotional
efficiency
• Measure incremental volume
produced by promo activity
• Measure the potential lost volume
due to competitive promotional
activity
• Identify the optimum flighting
of promotional activities
• Identify the optimum level
discount per promotional
activity
• Calculate the ROI (Return
on Investment)
• Optimize media campaigns
through tactical recommendations
(e.g., timezone, duration etc)
• Identify media synergies
• Calculate the long-term
effect of advertising
• Investment Planning
• Channel Planning
Optimizing 3 key marketing pillars

6.
© 2021 Information Resources Inc. (IRI) & Tempo OMD Hellas Proprietary.
The point of intersection is the base price per unit of the product. Increasing the price normally affects
sales due to elasticity, thresholds & gaps
11%
10%
8% 7%
6%
1%
-1%
-3%
-5%
-6%
-7%
-5%
-3%
-1%
0%
1%
-1%
1%
0%
1% 2% 3%
-10%
-8%
-6%
-4%
-2%
0%
2%
4%
6%
8%
10%
12%
10,99
11,31
11,64
11,96
12,28
12,60
12,93
13,25
13,57
13,9
14,22
% Volume uplift % Value uplift
Optimizing Pricing levels based on price elasticity, gaps and thresholds
Product Price
Optimum
Price

7.
© 2021 Information Resources Inc. (IRI) & Tempo OMD Hellas Proprietary.
48%
23%
49%
21%
0%
10%
20%
30%
40%
50%
60%
TPR Feature Display TPR Feature TPR Display TPR
% Product Volume Uplift
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
% Value Uplift
TPR FeatureDisplay TPR Feature TPR Display TPR
Measuring Volume uplift & optimizing Value uplift per Promo activity
Measuring the Uplift on Product Volume that
derives from every Temporary Price
Reduction promotional activity, using the
same level of discount.
Optimizing the Optimum level of discount
per Temporary Price Reduction
promotional activity.
Level of Price Reduction

8.
© 2021 Information Resources Inc. (IRI) & Tempo OMD Hellas Proprietary.
Calculating ROI on each
Media Investment
Providing Actionable Tactical
Recommendations
Measuring the Effect
Optimizing Advertising Communication
Tactical Recommendations
& ROI optimization for every
media channel used
6,2%
2019
ROI 6,5
7,4%
2020
ROI 7,8
Base sales & other factors contributing to Sales
Short term advertising contribution

9.
THANK
YOU!
For More Information, Contact Us…
IRI Hellas
Evgenios Pagkalis
Evgenios.Pagkalis@IRIWorldwide.com
+30 6973013528
Tempo OMD
Aristeidis Papastylopoulos
papastylopoulos@omd.gr
+30 6938500738