Which media touch point inspires a consumer to buy? Is it a mobile ad, a billboard, how about in-store merchandising? IRI’s Tanya Shuckhart, Dir., Analyst Relations, Global Marketing and Vijoy Gopalakrishnan, Product Development Lead, IRI’s Media Center of Excellence, delve into Multi-Touch Attribution to learn how reliable and valid data, proprietary algorithms and reporting can define and measure a shopper’s path to purchase, helping marketers measure and improve their marketing mix. Tune in and you’ll also learn how to make a perfect old fashioned. Cheers ensue.