IRI siad that with consumer spending shifting toward more diverse retailers and channels, expanding retailer coverage will allow IRI clients to quantify the true return of various activation elements, adjust their campaign strategy, messaging and audiences, and drive optimal performance.

By increasing IRI’s retail representation included in omnichannel media measurement, clients will gain a more accurate projection of their sales affected by their advertising. Sales volume projections will increase on average by 25%, across CPG categories, delivering comprehensive campaign measurement coverage, the company said.