News in brief

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.”

Related News

Photo: iStock

Clean label product launches secure spots in IRI’s ‘Most Successful Brands’ list

Photo: iStock/VelhoJunior

Campbell’s brand beloved by Boomers, but Millennials are less enthusiastic, says Morning Consult

Photo: ConnieTBallash/iStock

What will make consumers today splurge? IRI’s survey says nutrition, eco-friendliness

Photo: iStock/ikryannikovgmailcom

IRI and Clavis Insight collaborate in new e-commerce measurement and data collection platform

Photo: iStock/3Dmask

According to IRI, e-commerce will account for 10% of all CPG sales by 2022

Volumes of confectionery sold on promotion as high as 40-70% in some Western markets, finds IRI. ©iStock/vvvita

Confectionery promotions on the decline as discounts risk becoming ‘self-destroying’, says IRI

IRI, Turner: Excessive promotional spending is squeezing margins

IRI, Turner: Excessive promotional spending has brands locked into 'cycle of commoditization'

The latest IRI data shows there are big variations between bakery snack brands in terms of dollars sales growth. Pic: ©iStock/peshkov

IRI releases bakery data, highlighting pies and cakes category growth

Concerns over unnecessary food waste are also changing the type of promotions seen, with a fall in 'buy-one-get-one-free' and multi-buy offers. © iStock.

Decline in promotional activity is good news for manufacturers, says IRI

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.