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IRI and Experian collaborate to expand database, personalize advertising

Photo: iStock/Pulsar75

Market research company IRI has partnered with financial data firm Experian to add more dimension to IRI ProScores, a database of household purchase data that predicts the likelihood of consumers to purchase specific consumer packaged goods brands and categories.

The partnership adds demographic and other consumer data from Experian’s ConsumerView SM database and integrates it with IRI’s consumer purchase data to identify the most valuable purchasers.

“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,” said Srishti Gupta, president of the IRI Media Center of Excellence.

According to the company, the partnership will help marketers engage and identify customers with more relevant media to drive a better return on advertising spend and improve shopping experiences. Through the partnership, existing Experian clients will have direct access to IRI ProScores.

Consumers expect highly personalized advertising, says Experian president

Marketers can use information from IRI ProScans 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,” the company said.

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.”

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