SymphonyIRI Group is the global leader in innovative solutions and services for driving revenue and profit growth in consumer packaged goods (CPG), retail and healthcare companies.
SymphonyIRI’s New Media Solutions practice provides CPG marketers and retailers the ability to target digital media more effectively and efficiently, and quantify the effects of online advertising. It's solutions enable marketers to:
• Optimize interactive campaigns using offline consumer purchase-based targeting
• Measure offline/in-store sales impact of interactive campaigns
• Quantify the Return on digital media spending
1. AOL distills through Point Of Sale data to identify specific market territories where there is a gap between the category development in the area and brand development for the manufacturer. 2. Leveraging coverage of over 90% of online consumers down to the precision of a 5 digit zip code, AOL implements a scalable campaign to penetrate those opportunistic markets and activate sakes down to the neighborhood level. Backend technology would dynamically render the right promotion to consumers based on their geography.* 3. Post campaign, AOL is able to provide a read that measures how market gaps were reconciled as a result of the local promotion on AOL. This brand index change is determined by looking at [directional] sales changes in both dollar value and/or units sold. *With access to the IRI Consumer panel, AOL also has the ability to exclude consumers who are less likely to be prospects, providing efficiency that could otherwise not be obtained through traditional local marketing