[June 27, 2017] |
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IRI® Revolutionizes Precision Marketing with Launch of New IRI Personalization Suite on Liquid Data®; Enhanced IRI Audiences and IRI Lift™ Solutions Now Available
IRI®, the global leader in innovative solutions and services
for consumer, retail, media and over-the-counter health care companies,
announced today the launch of the IRI Personalization Suite, a
game-changing portfolio of capabilities enabling companies and ad tech
participants to personalize their marketing and promotions, as well as
definitively measure and optimize the effectiveness of their advertising
spend - dramatically increasing return on ad spend (ROAS) and addressing
an important unmet need of advertisers, industry participants and
agencies today.
The portfolio of applications contained in the IRI Personalization Suite
is fueled by the broadest and deepest multichannel retailer data assets
at scale. This includes anonymized data from more than 250 million
national shopper loyalty cards from multiple leading retailers, such as
BevMo!, BJ's, The Kroger Co., Rite Aid, Southeastern Grocers, Walgreens
Boots Alliance and others, along with IRI's vast data assets. IRI's
proprietary assets include point-of-sale (POS), panel, credit card and
mobile location data assets and real-time analytics, delivered through
IRI's industry-leading Liquid Data® technology platform.
This powerful combination of assets and capabilities - not available
through any other solution provider - will provide an unprecedented
ability to help companies target, measure and improve advertising
effectiveness with greater accuracy and precision, enhance shopper
engagement and loyalty, and meaningfully increase sales and market
share. In turn, consumers will benefit from better shopping experiences
with more relevant marketing communications.
Included in the suite are the next generation of IRI's leading-edge IRI
Audience (News - Alert) Builder and IRI Lift™ solutions. The
integrated suite will utilize a variety of assets from both IRI and its
partners to give marketers unmatched precision in planning, targeting,
activating, measuring and optimizing their spend.
Andrew Appel, president and chief executive officer for IRI, said: "The
IRI Personalization Suite is the first tool that truly empowers brands
to be smarter about how they build meaningful, long-term personalized
relationships with consumers by cutting through the clutter of
irrelevant advertising, promotions and marketing. The suite leverages
our unparalleled granular data assets and retail and media partner
ecosystem - as well as our superior technology, which offers critical
speed and accuracy - to give marketers the most precise end-to-end
platform to better direct, optimize and measure the sales impact on
every dollar spent and ultimately significantly improve returnon
advertising spend."
The IRI Personalization Suite supports five essential steps in the sales
and marketing process:
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Planning: Use the same vast data to support planning of
advertising and promotions for TV, digital, social and omnichannel
with unprecedented precise, granular modeling down to the individual
exposure, including by publisher, platform and creative type, network,
channel, show and time slot.
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Targeting: Create extremely tailored and precise projected,
verified or custom audiences on the fly through the IRI Audience
Builder solution, which offers unparalleled access to IRI
ProScores® Audiences and IRI Verified
Audiences with a direct link to buyers with the highest likelihood
to purchase a particular product based on your messages. Also, easily
create IRI Custom Audiences on the fly by combining these two
audiences with any of more than 20 other data sets from IRI or
proprietary data directly uploaded into Audience Builder.
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Activating: Ensure that marketers reach the audience they are
targeting through our direct linkage to publishers, programmatic
buying platforms and media buying agencies to seamlessly execute
campaigns.
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Measuring: Use IRI Lift™, the industry's only on-demand
online-to-offline media sales lift measurement solution. IRI Lift
provides results in the first weeks of a campaign to incredible depth
(e.g., by publisher, creative, frequency or consumer profile). It is
also 50 percent to 80 percent more accurate than competing solutions,
due to the enhanced data sets and IRI's sophisticated causal models.
This empowers marketers to confidently make on-the-fly changes
throughout an ad campaign.
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Optimizing: Access a wide range of optimization algorithms via IRI
Lift for real-time audience redirecting.
Appel continued: "Companies and agencies are seeking reliable, verified
audiences and trustworthy ad measurement presented with speed and
accuracy, and we are delivering a solution to meet their needs. The IRI
Personalization Suite can provide up to approximately 80 percent more
accurate measurement results on advertising's impact on sales lift, and
up to 70 percent improvement on overall return on ad spend (ROAS). This
launch comes in the wake of the revolution in the way consumers access
content, consume media and buy goods, and as marketers are struggling to
get consumers' attention - spending hundreds of billions of dollars on
media that is imprecise, often irrelevant to consumers and an
inefficient use of scarce dollars. These new capabilities support an
important shift from a focus on measuring what ads and promotions are
viewed to the impact on actual consumer buying behavior, from a product
purchase to an added trip or a bigger basket."
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 (News - Alert), The Boston Consulting Group, comScore, Experian,
GfK, Gigwalk, GuestMetrics, Ipsos, Kantar Shopcom, Mastercard Advisors,
MaxPoint, Millward Brown Digital, Mu Sigma, Oracle (News - Alert), Pinterest, PlaceIQ,
Research Now, SPINS, Univision and others.
About IRI
IRI is a leading provider of big data, predictive analytics and
forward-looking insights that help CPG companies, 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.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170627006365/en/
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