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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
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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
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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
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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
© 2018 Information Resources Inc. (IRI). Confidential and Proprietary. 6
• 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
© 2018 Information Resources Inc. (IRI). Confidential and Proprietary. 7
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
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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
© 2018 Information Resources Inc. (IRI). Confidential and Proprietary. 9
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
© 2018 Information Resources Inc. (IRI). Confidential and Proprietary. 10
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
– 312.474.3132
• Michael Cobb – Vice President, Product Management
– 312.474.3169
• Navin Gautam – Executive, Client Insights
– 908.342.1774