Kantar, New York, and IRI, Chicago, announced the launch of a new closed-loop growth solution for CPG brands that is designed to help achieve superior results throughout the entire advertising cycle. The combination of IRI’s sales data and Kantar’s brand data will enable clients to more effectively measure and optimize marketing programs for long-term brand health and short-term sales, the companies say.
The joint solution provides meaningful benefits through every step of campaign performance optimization: