i4i Blog

Learn more about our POV on marketing performance measurement, the impact of data deprecation, the rise of retail media and other topics on marketing performance

Understanding Choice in CPG

In consumer packaged goods (CPG), understanding consumer choice involves unique challenges. CPG researchers often use scanner and panel data, with existing share estimates that make even minor share shifts significant. Some key issues in CP...

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Countdown to Black Friday: Retail Media Strategies for Holiday 2024

Retail media has proven to be particularly effective during seasonal periods. Retailers live and die by seasons, which create natural peaks and valleys in consumer demand. From New Year’s resolutions and Valentine’s Day to Easte...

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Understanding Media Attribution to Sales

A common question I often get about media attribution is, “How do you attribute media to sales?” This query always excites my inner data nerd! My typical enthusiastic response is, “We fit a hierarchical Bayesian model that...

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Better Business Results through Robust Marketing Measurement and Optimization

Marketing’s primary objective is to drive profitable business outcomes. While specific goals may vary across companies, the overarching aim typically involves achieving sales targets, increasing market share, cultivating brand health,...

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Constrained Choices in Choice-based Conjoint Analysis

An essential concept in consumer decision-making is that choices are made under constraints. Chiefly among these are having enough time and enough money, which are particularly pressing in today’s post-pandemic, inflationary climate....

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Four Next Generation CBCA Tools to Understand How People Make Choices

Marketing aims to influence the decision-making moment when a buyer selects your brand or item. This choice translates to adoption, increased revenue, loyalty, and growth. For decades, researchers have been looking for an unquestionable sou...

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Why is Retail Media ROAS so Hard to Measure?

There are a lot of signs that trade and retail media networks (RMNs) are converging. This is driven on the one hand because retail media and trade are increasingly financed from the same source: sales co-op funds. On the other hand, they ar...

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Breaking Down Silos to Unlock the Full Potential of Retail Media Networks

In today's rapidly evolving marketing landscape, Retail Media Networks (RMNs) have emerged as a critical component of marketers' media strategies. According to a recent article in Insider Intelligence, RMNs have grown exponentially across a...

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Advertising at the Last Possible Moment

Byron Sharp makes a good case in this article here that search is more like shelf-space than it is like advertising and applies it beyond the typical discussions around paid search to the growing domain of retail media. He is right that we...

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The standard method of determining price sensitivity is flawed! But there is a better way.

It is always tough when we discover that the gold standard for decision support in any business challenge needs an update, if not total rethinking. Such is the case with the broadly accepted “best practice” approach to determining price ela...

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