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News & Insights
Our thoughts and expertise distilled into handy articles.
Proliferation of data sources
7 August 2024
The provision of performance metrics in the FMCG (Fast Moving Consumer Goods) industry was dominated by market research firms like Nielsen, Kantar, and Circana (previously IRI), alongside internal data, for decades.
The rise of retail media in recent years is not surprising, given the clear marriage potential between retailer’s customer data and the increasing desire from manufacturers to be able to measure and improve the financial returns from their media spend.
