IRI, Beckon, and TiVo Research to Dissect Measurement Approaches at ARF West’s “Maximizing the Mix” Event




Joy Joseph, Principal & Practice Leader, IRI Strategic Analytics

Jennifer Zeszut, CEO, Beckon

Bill Harvey, Co-Founder & Strategic Advisor, TRA (TiVo Research)



The explosion of online advertising has driven a wave of expanded interest in accurate, effective measurement. As critical as measuring sales and market share uplift is, the ultimate metric is return on investment. During their panel discussion, “Measuring ROI: How, When and Why?” this highly experienced group will discuss the merits of different types of ROI measurement, including marketing mix modeling, attribution and single source.



The addition of online marketing has added an exponential level of complexity with regard to measurement. In place of simply measuring whether a print or radio campaign drove sales, marketers must now evaluate the effectiveness of integrated cross-media segmentation, targeting and implementation. At the same time, traditional solutions, such as marketing mix modeling, have faced criticism as being ineffective in this brave new world. More recent research has shown, however, that marketing mix modeling has a place among the many measurement solutions available today.


Thursday, Jan. 29, 2015, 10:50 a.m. – 11:20 a.m. PST



Bechtel Conference Center

500 Washington Street
San Francisco, CA 94111

About IRI:

IRI is a leader in delivering powerful market and shopper information, predictive analysis and the foresight that leads to action. We go beyond the data to ignite extraordinary growth for our clients in the CPG, retail and over-the-counter health care industries by pinpointing what matters and illuminating how it can impact their businesses. Move your company forward at


IRI Contact:
Shelley Hughes, +1 312.474.3675


IRI Contact:
Shelley Hughes, +1 312.474.3675