IRI cautions against “micro-targeting” or too much of a good thing

Geoffrey Precourt

Marketers need to make sure they do not sacrifice the scale needed by campaigns in favor of targeting consumers at too tight a level.

Among the “hundreds of different things” that a brand marketer might review in examining data assets is what Nishat Mehta, IRI’s president/media, calls “quality scale.”

“You want scale,” he proposed to the 550 registrants at the Advertising Research Foundation (ARF)’s 2019 AUDIENCExSCIENCE conference.

“You want quality,” Mehta added.

And, in fact, “you want as much of both as you can get.”

In a marketing universe where the goal of mass marketing on a one-to-one basis seems like a constant challenge, quantity is never lacking. But sometimes quality can fall short.

“In the consumer packaged-goods [CPG] world,” Mehta related, “we work...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands