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IRI®, a global leader in innovative solutions and services for consumer, retail and media companies, today announced that it has been selected to join the Marketing Mix Modeling (MMM) Program on Facebook Martech News. As a member of the Facebook MMM Partner Program, IRI has been designated as a trusted third party empowered to leverage Facebook performance metrics to drive comprehensive marketing measurement for clients. Martech
Marketing mix is a data-driven statistical analysis that quantifies the incremental sales impact and ROI of marketing activities, measuring both offline and online sales across channels. The addition of the integration with Facebook allows advertisers to have a more complete picture of their total marketing spend.
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