Meta, IRI's Ansa Connect Social Media, In-Store Measurement
IRI and Meta have teamed up to provide shopper marketers with a solution that closes the loop between campaigns running on Meta’s social media platforms and in-store CPG sales occurring at U.S. retailers.
Marketers on Meta's Instagram and Facebook platforms can now access brand and product-level sales results for their shopper marketing campaigns. This solution aims to address a key issue in measuring the effectiveness of marketing investments, according to a news release.
Ansa, powered by IRI, is a SaaS platform designed specifically for shopper marketing. Its proprietary analytics support both SKU-level and retailer-specific campaigns spanning hundreds of manufacturers and U.S. retailers.
Ansa automatically targets, optimizes and measures campaigns based on store-level sales. Shopper marketers running campaigns on Facebook and Instagram will receive Ansa’s automated campaign measurement at the completion of their campaigns.
“Measuring the incremental omnichannel sales impact of retailer-specific social media investments has long been a challenge in the industry,” Stephanie Pegler, e-commerce marketing director at PepsiCo, said in the release. “The measurement partnership between Meta and IRI enables PepsiCo to understand how its retailer-specific Meta campaigns drive omnichannel sales. This is critically important for informing how to most effectively plan and optimize Meta buys as part of our media mix.”
Ansa also provides hyper-local targeting recommendations and optimization, based on each campaign’s specific parameters. Campaigns using Ansa for measurement run media in specified test locations while keeping control locations “dark,” like a matched-market test, according to the release. Differences between test and control locations are analyzed to determine the sales lift from the campaign.
“Nearly two-thirds of CPG and retailer shopper marketers utilize Instagram and Facebook to drive category and brand sales,'' said Jennifer Pelino, executive vice president, global media solutions for IRI, referencing a B2B advertising study by Ipsos (i.e., a Meta-commissioned online survey of 835 CPG/retail shopper marketers in 10 markets).
“Ansa will enable marketers to reach shoppers on Meta’s platforms in a data-enabled way that is more cost-effective, flexible and scalable than ever before,” Pelino added. “It will allow them to reach the right people at the right time in their shopper journey and make it easier for them to buy online and in stores.”