CHICAGO--(BUSINESS WIRE)--IRI today announced a strategic collaboration with Experian aimed to help marketers engage and identify customers with more relevant media to drive a better return on advertising spend and improve shopping experiences. The joint effort enables marketers to leverage IRI ProScores™, an audience targeting solution built from household purchase data that predicts the likelihood of consumers to purchase specific consumer packaged goods (CPG) brands and categories. As part of the agreement, Experian’s clients will have direct access to IRI ProScores.
IRI ProScores is the industry’s most advanced, purchase-based, predictive shopper insights solution. It leverages demographic and other consumer data from Experian’s ConsumerViewSM database and integrates it with IRI’s consumer purchase data to identify the most valuable purchasers. Marketers can utilize the information to determine consumers who have the propensity to purchase products within a specific category, subcategory or brand and deliver targeted communications with significantly enhanced relevancy to individual shoppers. Many IRI clients have experienced more than a 200 percent lift in product sales for ad campaigns using IRI ProScores as a targeting element.
Srishti Gupta, president of the IRI Media Center of Excellence, said, “We’re thrilled with today’s announcement, which expands our partner ecosystem and demonstrates the continued adoption of IRI ProScores by leading marketing and technology companies. CPG purchase propensity scores have long been used by IRI clients to drive marketing personalization and effectiveness, and this expanded relationship opens up our valuable data assets to Experian’s clients and partners, enabling them to drive unique and personalized experiences for customers.”
Kevin Dean, president of Experian Targeting, said, “In an age when consumers are constantly on the go and are bombarded with marketing messages, there’s an expectation for brands to deliver only highly personalized and extremely relevant communications to them. Through our collaboration with IRI, we’re able to help marketers adapt to this environment and identify the target audiences for each marketing campaign, helping them to improve customer loyalty and see greater return on investment.”
About the IRI Partner Ecosystem
IRI fundamentally believes that delivering differentiated growth for clients requires deep, highly integrated partnering with a variety of best-of-breed companies. As such, IRI works closely with a broad range of industry leaders to create innovative joint solutions, services and access to capabilities to help its clients more effectively compete in their various markets and exceed their growth objectives. IRI is committed to its partnership philosophy and continues to actively enhance its ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. The IRI Partner Ecosystem includes such companies as Adobe, The Boston Consulting Group, comScore, Experian, GfK, Gigwalk, GuestMetrics, Ipsos, Kantar Shopcom, MasterCard Advisors, MaxPoint, Millward Brown Digital, Mu Sigma, Oracle, Place IQ, Research Now, Simulmedia, SPINS, Survey Sampling International, Univision and others.
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers and media companies to grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI helps to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver market-leading growth. A confluence of major external events — a revolution in consumer buying, big data coming into its own, advanced analytics and automated consumer activation — is leading to a seismic shift in drivers of success in all industries. Ensure your business can leverage data at www.IRIworldwide.com.