IRI ILLNESS TRACKING SERVICE · Winning the Shopper • IRI’s Illness Tracking Service brings...

Solution Management

CSM/CCI Product Management

IRI ILLNESS TRACKING SERVICE

© 2018 Information Resources Inc. (IRI). Confidential and Proprietary. 2

Retailers and manufacturers are under constant pressure to find growth

opportunities. They are constantly looking for:

New insights into current and future consumer and marketplace trends

A better understanding of product sales drivers to develop more competitive

business strategies and “gain an edge”

Winning in a competitive marketplace, requires capabilities to quickly act upon

key sales drivers at a granular level, beyond traditional sales drivers such as

trade support and advertising

Economic indicators such as employment or consumer price indices

Seasonal drivers such as Weather and Illness Incidence

Identifying sources of growth is challenging and essential for competitive

sustainability in the marketplace

Though product sales in many CPG and OTC categories are highly correlated

with Influenza and other upper respiratory illnesses, most marketers have

inadequate capabilities to

Connect with consumers at the right time and win the season in a very

competitive marketplace


An advanced respiratory tracking capability allows for improved resource

allocation, activation programs and ROI

WINNING THE SEASON REQUIRES MORE ACCURATE, MORE GRANULAR, MORE INTEGRATED

AND MORE TIMELY INSIGHTS - TO PLAN, ACTIVATE AND MEASURE

More granular, integrated,

and timely insights

improved activation

• Media activation

• Shopper targeting

• Shift resources to affected

population

ACTIVATION MEASUREMENT

Accurate forecast of

season timing, peak, and

duration better resource

allocation

• Supply chain/OOS

• Innovation pipeline

• Merchandising support

• Media spend

PLANNING

Timely and accurate

measurement ability to

respond quicker and drive

ROI

• Sales drivers

• Pockets of growth

• One version of truth

• Faster decision-making


IRI Illness Tracking Service – three key deliverables and complementary

offerings

Media Activation

• Overlaying geographies where

respiratory/allergy alerts are active

allows media impressions to be

delivered against the subset of

high value HH most at risk

Webinars

• Expert guidance on insights

delivered to contracted clients to

help identify priority markets and

opportunities

Incidence/POS Tracking

• Integrated illness incidence and

product sales tracking on a single

analytic platform, enabling

quicker insights and decision-

making

Incidence Outbreak Alerts

Illness outbreak alerts to navigate

manufacturers and retailers through

the season with guidance on

activation

Shopper Targeting

• Using IRI ProScores, help

marketers prioritize their most

valuable households that have a

high propensity to buy cold and

flu related products

Incidence Forecasts

Accurate incidence forecasts

(season, weekly, 1-12 weeks out) to

help marketers manage their plans

more efficiently


Most Granular Illness Tracking Total US, US regions, states, IRI markets, retailer trading

areas

Client custom regions

Age Breaks Adult/Pediatric

Multiple Age Breaks: (0-4 years, 5-14 years, 15-19 years,

20-49 years, 50-64 years, 65+)

Key Symptoms for Respiratory and Seasonal Allergies Total Affected Population

Influenza, cough, sore throat, nasal congestion, fever, ear

ache, seasonal allergy

Integrated Insights with IRI Liquid Data Platform 5 Year history of Illness and POS data

Weekly updates with IRI delivery cycle

Integrated IRI Causal Data

Pre-built Reports and Templates Market maps, priority markets, % change vs. Year ago

Season, % change vs. Prior week etc.

IRI Illness Tracking Service, delivered on IRI’s Liquid Data platform is the most

robust and comprehensive service for seasonal categories

Location

In which markets are

households in your

target most likely to live

Retailer Fit

Which retailers or stores

have shoppers who are

most similar to your

target

Opportunity

Where is your product

over or under

performing relative to

potential

Symptoms

Which symptoms are

driving overall trends in

specific markets.

Users can easily combine insights from all other IRI solutions such as IRI ShopperSights and

IRI Consumer and Shopper Insights Advantage


• How many are there?

• What are their demographic

characteristics?

• What are their key purchase

behaviors?

• What are their general attitudes

and pastimes?

• How do they compare to your

competitors’ consumers?

• Leverage media preferences to

use budgets more efficiently

• Guide creative messaging to

consumers

• Identify cross-promotion

opportunities

• Tactically locate highest

concentration of key consumers

by market

CONSUMER AND SHOPPER PROFILESCough, cold, allergy & sinus shoppers

PERSONALIZED ACTIVATION PLANS

High propensity category buyers

• Understand the fit between key

consumer and retailers’

shoppers down to the store

level:

• Retailers within markets

• Banners within retailers

• Stores within banners

JOINT BUSINESS PLANNINGEngage category shoppers at retailer

• Identify stores with dollars at

highest risk to competition

• Rank stores based on sales

potential for a given product

• Quantify the gap between actual

dollars and potential dollars

product-by-product, store-by-store

HIGH OPPORTUNITY TACTICAL PLANSTop stores for high propensity shoppers

Mark

eti

ng

Sale

sLinking Illness Tracking to IRI solutions provides unparalleled activation

platform to connect with consumers when they need it most


Use Cases: IRI Illness Tracking

IRI Illness Tracking and Partnership Ecosystem

Offers End-to-End Solution to Win the Season

ID TARGET BUYERS – PROSCORES ID PRIORITY ILLNESS MARKETS

ACTIVATE MEDIA CAMPAIGNS MEASURE & OPTIMIZE PERFORMANCE

18% 10% 5%

7% 7% 5%

22% 16% 10%

Cough Category Buyers

Cough B

rand A

Buye

rs

H

M

L

L HM

Markets Where Flu Outbreak Is Imminent

YOUR

PREFERRED

ONBOARDER


IRI Illness Tracking Service is delivered on industry’s only unified visual platform

across incidence, POS, shopper and media solutions

The IRI Liquid Data® platform is an integrated platform that drives speed to insights and

activation


IRI’s Illness Tracking service will enable growth opportunities for retailers and

marketers of seasonal product categories

UNIQUE IRI DIFFERENTIATOR CLIENT BENEFIT

Forward-Looking Best-in-Class Technology• Aligned and integrated insights utilizing multiple

data assets; pos and incidence on one

platform

• Closed-loop process, tightly integrated tools for

shopper targeting, media optimization, and

measurement

Forward-Looking Partnership Designed to

Drive Growth• Single source of truth across organization

• Plan, optimize, activate, and measure

in one platform

• Identify and activate opportunities ahead of the

competition

Winning the Shopper• IRI’s Illness Tracking Service brings much

needed innovation in terms of forecasting

accuracy, speed to insights, and activation

platform

Understand the shopper at a granular level• Engage with retailers in JBP

• Activate against growth opportunities

• Embed shopper understanding into the DNA of

your organization

IRI Category • Leadership and expertise

Deeper Insights and Thought Leadership To

Drive Growth and Help Client Win The Season

Superior Team & Culture • Insights-driven approach, flexible,

• “raise the bar” attitude

Extension of Client team, focusing on what

matters


Contact Us

• Please contact us or your account manager to get additional details and demonstration of IRI’s Illness

Tracking Service.

• Mike Kinishi – Vice President, Product Management

– [email protected]

– 312.474.3132

• Michael Cobb – Vice President, Product Management


– 312.474.3169

• Navin Gautam – Executive, Client Insights


– 908.342.1774

mailto:[email protected]



IRI ILLNESS TRACKING SERVICE · Winning the Shopper • IRI’s Illness Tracking Service brings...

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