The document discusses how AI will change organizations by automating insights, augmenting decision making, and automating decisions. It provides examples of how AI is being used in market research and by CPG companies to personalize consumer experiences and drive operational efficiency. AI allows for faster, more granular insights about consumer segments in order to optimize marketing efforts. Case studies demonstrate how AI can be used to improve targeting, testing, and sales optimization through in-flight audience creation and predictive modeling. The key benefits are summarized as measuring everything, driving personalization through AI, applying and experimenting with AI tools, and implementing augmented decision making.

1. Speed to
Insight:
How AI Will
Change Your
Organization
Jennifer Pelino
#LSA19

2. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
The AI Revolution
• Automated Insights
• Augmented Decision Making
• Decision Automation

3. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
FROM TO
People Who Analyze Historical Data People Who Deliver Actionable and Measurable Decisions
High Quality Insights High Quality Insights at Significantly Greater Speed
Responding to Requests Institutionalizing and Democratizing Tools for Self-Service Insights
Experts in Conducting Analyses
Experts in Implementing Decision Algorithms, AI, ML
and User Interaction Tools to Enable Decisions
The Future of Market Research is Leaders Focused On Automating
and Democratizing Insights and Decision-Making Platforms
Today’s
Insights
Automated
Insights
Augmented
Decision-Making
Decision
Automation

4. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
Marketers and the Advertising Ecosystem is Embracing AI/ML
Applications In Five Key Areas
Operational
Efficiency
Decision / Action
Enablers
SEGMENTATION
Consumer and
Audience
Clustering
MESSAGING
Personalized
Creative
MEDIA
ACTIVATION
Audience Targeting
ANALYTICS &
OPTIMIZATION
In-flight
Optimization
PLANNING
Campaign Planning

5. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
CPGs are Leveraging Artificial Intelligence and Machine Learning to
Drive Personalization and Consumer Experiences
OOS impact
Trendspotting to identify new
flavors to bring to market,
Demand Sensing to minimize
Using ModiFace to bring
Augmented Reality experiences
to drive product/brand
discovery/purchase
Using internet enabled coffee
machines to gather and assess
consumer usage and needs
Embedding image recognition
tech in Olay Skin Care tool to
recommend a personalized
skin care regime
Using voice recognition
technology for ordering
through app or in store to
speed up deliver
Using Alexa to suggest recipes
to consumers as a part of its
marketing strategy and in turn
collect data

6. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
There are Numerous Benefits of Artificial Intelligence and Machine
Learning for Marketers and Advertisers
Automated Data
Feeds
Automated Insights
&
Recommendations
Predictive
Modeling Engines
Prescriptive
Analytics
Seamless Data Integration |
Error Elimination
Model Time Reduction |
Smart Segmentations
Real – time Analytics |
Granular Insights
Integration of Insights |
Smart Simulations |
Dynamic Content

7. © 2018 Information Resources Inc. (IRI). Confidential and Proprietary.
To Drive Personalization, Companies Need Faster and More Granular Insights About
Consumer Segments, How They Buy and be Able to Activate & Optimize on the Fly

8. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
Accelerate and Streamline the Path to Optimizing Marketing Efforts for Personalized
Connections to Consumers
POS, Panel, FSP Data
Parameters
Client Inputs
INPUT OUTPUTAI/ML ENGINE
Sales/Attributes
Geographies
Saturation Curves
Media Decay
Marketing Support
Objectives
Audiences & Planning
Messaging & Activation
Analytics & Optimization
Rules & Alerts
Segmentation
Lift Modeling
Optimization
Audience Selection

9. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
AI In Action – Big Data to Localized Insights, Predictive Shopping Behaviors,
Advanced Media Activation, and Cutting-edge Analytics
Optimized
Advertising
Solutions

10. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
AI Allows for
Translation of
Insights into
Store-by-Store,
Household-by-
Household,
Activation Plans
3
Find the markets and retailers where your target consumers are most likely to live
Optimize store-by-store assortment based on SKUs most appealing to each core shopper
Place promotions in the stores where households most likely to respond shop

11. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
Using Big Data Inputs and AI Technology Empowered Solutions We
Start Off Improving Targeting at a Localized Level
Fast Track Couples is the dominant
segment but does not represent a
majority of households in our
Peoria, IL Market block33 %
Traditional Solutions: Geography Based Targeting Advanced Solutions: Predicative Household Targeting

12. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
Traditional Methods Account for the Dominant Segment to Rule, ML Improves the
Given Tasks With Experience Now Accounting for Only Individual Households
Total Households in block: 819
Dominant Demographic Group: Fast Track Couples
Block method includes 328 households who do not
belong to the target
Kim Crawford Target
Block Method Predictive
819 491
Segment Dollars per 100 HH Index

13. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
Kim Crawford Wine Target
50.9%
60.7%
0 50 100 150 200
HOH Age 19-25
HOH Age 26-35
HOH Age 36-45
HOH Age 46-55
HOH Age 56-65
HOH Age 66+
HOH Age
0 20 40 60 80 100 120
Children Present
No Children Present
Presence of Children
The Advanced Segmentation Approach at a Household Level delivers more
Precise Profiles Because Only Those In a Consideration Set are Included

14. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
Using All Available Data Sources and Multi-attribute Modelling Predicts Which Store
Each Household Is Likely to Shop and How Much They are Likely to Spend
Retail & Store Profiles
Store Attributes Provides Details About Each
Store Including Outlet/Banner/ACV
Household Size
Key Information About Each Individual
Household Including Location & Demographics
Purchase Data
Determine Which Outlets/Banners A Household
Is Most Likely To Shop
Drive Time
Actual distance between Household and store

15. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
Then Building Buyer Segment With the Granular Derived Insights We Can Message
and Activate Them at the Right Time and Place with a Resonating Message
Luxury Foodies
Medium/Light Purchasers
Lapsed Purchasers
Category Purchasers
Casual Environment
Popular Brand Purchasers
Super segment: A25-54/$50K+
Competitive Purchasers A
Competitive Purchasers B

16. Sophisticated
Targeting
Techniques can
Help Brands
Reach and
Convert Potential
Buyers More
Effectively

17. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
Testing Audience Creation In-flight and Driving Sales Optimization was the
Key Objective
Key Business Questions:
• Did the campaign drive incremental sales?
• Was the campaign effective in gaining new buyers?
• Did Sales Targets used in In Flight optimization outperform
awareness targets?
Objective:
Understand Which Audiences Performed Best and
If Brand Achieved More Reach and Converted Buyers

18. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
12.5% 8.1% 13.4% 19.3% 21%
$/HH Lift Penetration
Uplift
$/HH Lift for
IFO Audience
Tactic
$/HH
Competitive
Buyer
Segment Lift
$/HH IFO Display
Lift
The Campaign Was A Success and In Flight Audience Optimization Proved The
Positive Driving Force

19. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
The Brand Campaign had a 12.5% Sales Lift Driven Primarily by Increasing
Penetration
$0.08
Unexposed Lift Exposed
Source: IRI multi-outlet retailer loyalty card panel | 11/8/2017 – 1/31/2018, Lag Period 2/1/2018 – 2/25/2018
$/HH Lift Total Campaign $/HH Lift Total Campaign

20. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
The Campaign Reached New HHs at a Steady Rate Throughout the Entire Period
of the Campaign
0%
20%
40%
60%
80%
100%
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13
%CumulativeHouseholdReach
Campaign Week
Source: IRI multi-outlet retailer loyalty card panel | 11/8/2017 – 1/31/2018
Cumulative Household Reach by Campaign Week – Among Exposed HHs

21. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
The Campaign Appealed to New Buyers and to Existing Buyers Equally, Prompting
Repeat Purchases
Source: IRI multi-outlet retailer loyalty card panel | 11/8/2017 – 1/31/2018, Lag Period 2/1/2018 – 2/25/2018
49%
51%
% Product Group Buyers
Among Exposed HHs
1.6%
% Brand Buyers
(among exposed HHs)
Non-BuyersBuyers
Existing Brand Buyers
New Brand Buyers

22. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
The Competitive Set Reached Close To 1 In 5 HHs and Drove a Strong Sales Uplift;
Proving the Upfront Focus on the Consideration Set was Critical
3.1% 19.2% 4.4% 6.2% 7.9% 24.8% 7.5% 14.2% 20.4% 119.3%
Source: IRI multi-outlet retailer loyalty card panel | 11/8/2017 – 1/31/2018, Lag Period 2/1/2018 – 2/25/2018:
Total Campaign Supersegment Competitive Set Luxury Shoppers Popular_Wine_Buyers Medium and Light_Purchasers Lapsed_Purchasers Luxury_Foodies Heavy_Purchasers Casual_Environment Competitive_Set_1.5L_Buyers
Super
segment
Competitive
Purchasers A
Luxury
Shoppers
Popular Brand
Buyers
Medium & Light
Purchasers
Lapsed
Purchasers
Luxury
Foodies
Heavy
Purchasers
Casual
Environment
Competitive
Purchasers B
Total
Campaign
$/HH Lift by Segment

23. © 2019 Information Resources Inc. (IRI). Confidential and Proprietary.
So In Conclusion…
Measure Everything
When to know what’s working and what
isn’t and can adjust strategies based on
results.
Drive Personalization
Using AI & ML throughout the advertising
process from segmentation through to
targeting and analytics can drive faster
more optimized decisions.
Apply and Experiment
Use the powerful tools to find the right
insights and drive the right audience.
Experiment with a number of variables
against a Single Focused Objective.
Implement Augmented Decision
Making
Leaders are using technology and
analytics, combined with a business
process, to let the machine do the
work.