Shopper Marketing - May 2016 - 14


PROGRAMS

SOLUTION PROVIDER NEWS
IRI Launches Campaign Measurement Tool
IRI, Chicago, recently launched IRI Lift, a real-time digital advertising solution that measures offline sales lift. Developed in partnership with Norwalk, Connecticut-based Kantar Shopcom, IRI Lift
helps identify digital media optimization opportunities by determining which digital media is most effective with target audiences and ties media exposures to actual offline purchases down
to the specific product and household level. According to IRI, the
tool delivers in-depth campaign analysis and results that are 80%
more accurate as soon as five weeks after a campaign begins.
P&G Leads Dash Button Sales: Since Amazon Dash buttons began selling in May 2015 through January 2016, Procter & Gamble
has taken the lion's share (31%) of button sales, according to New
York-based 1010data. Following P&G, Kimberly Clark's share of
button sales was 14%, The Clorox Co.'s was 11.7% and PepsiCo
was 7.5%. P&G's Tide Pods and Powder and Bounty Dash buttons
were the top selling followed by Kimberly-Clark's Cottonelle and
Clorox's Glad buttons. 1010data collected the data via its Ecom
Insights panel, which consists of millions of online U.S. shoppers
that allow 1010data to anonymously track their online behavior
for market research purposes.
Inmar Creates Brand Excellence Center: Inmar, Winston-Salem,
North Carolina, has created the Inmar Center for Brand Excellence
led by industry veterans Brooke Smith and Tim Clark. The center
aims to help brands establish sustainable best practices for trade
and consumer promotions, define their core shoppers and their
purchase behavior and understand the key drivers in their category to identify opportunities for growth.

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y SHOPPER MARKETING MAY 2016



Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
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Shopper Marketing - May 2016 - 11
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