IRI Launches Digital Media Tools

Retail market intelligence giant IRI (Information Resources, Inc.) has enhanced its Consumer and Shopper Insights platforms with a series of new digital media solutions. Partners including [x+1] and Dynamic Logic have already announced new offers based on the technology.

The new solutions integrate IRI's core Consumer Network™ (panel) purchase data, predictive modeling techniques and analytical expertise with a number of online research and advertising capabilities, giving end-to-end understanding of the promotion and purchase process from segmentation and targeting to analysis of the resulting return-on-investment (ROI), on a campaign-by-campaign basis.

IRI says CPG, retail and healthcare companies will now be able to leverage shopper insights to identify high-potential consumers online, using proprietary 'propensity to purchase' metrics; target digital media campaigns based on actual purchase behavior; then evaluate the actual sales impact of those programs.

IRI Consumer and Shopper Insights President Robert I. Tomei says that over time, the system should also provide an industry-leading normative database on the effectiveness of online advertising and promotional programs. 'Internet advertising is the only segment that is enjoying significant growth in spending share, up 6.5 percent in the first half of 2009 alone' says Tomei, adding: 'IRI's digital media solutions combined with the online advertising capabilities of our strategic partners will enable marketers to be more efficient and effective with their online campaigns and, at the same time, be in a position to evaluate how online behavior drives offline sales.'

Initial partners include online advertising platforms such as [x+1] and online research firms comScore and Dynamic Logic, and IRI says the network of partners will continue to expand.

Outlining a typical campaign scenario, IRI says it will work with customers to identify key consumer and shopper segments by category/brand purchasing, retailer-specific shopping behavior, demographics and attitudes/behaviors; its partners and ad agencies will then serve ads based on the customer's unique media strategy and targeting plan; the firm will track consumer buying behavior through offline sales data using its Consumer Network (panel); and then analyzes the sales impact of households exposed to the ad versus those not exposed to deliver a ROI success metric calculated for the specific campaign.

Dynamic Logic's product is AdIndex Connects with IRI, a campaign effectiveness measure forming part of its DLConnects™ family of solutions and using Dynamic Logic's brand impact measure AdIndex®. Mary Ann Packo, CEO of Millward Brown North America, says IRI's consumer and shopper knowledge is 'a great complement to our expertise in building brands'. She explains: 'AdIndex Connects with IRI integrates Dynamic Logic's proprietary technology for determining exposure to digital advertising with IRI's ever expanding view of the consumer and shopper (via its Consumer Network panels) which provides key purchasing, demographic, attitudinal and usage information. In addition to in-depth branding measures and short-term sales impact, the solution also assesses how effective a campaign is at reaching specific behavioral targets such as high-volume shoppers in a brand's category or frequent shoppers of a competitor's brand.'

Predictive marketing sollutions firm [x+1] is launching CPGconnect, a digital optimization platform which promises to let 'marketers and agencies turn online marketing exposure into a brick-and mortar sales engine.' The system integrates consumer and shopper purchase data and insight from the past 52 weeks from IRI's Consumer Network with the online ad targeting capabilities of [x+1]'s digital media optimization platform and IRI's ROI analytics, to link online ad exposure to actual in-store purchase activity and determine ROI. Results are compared to that of a control group not exposed to the online ads.

John Nardone, Chairman and CEO of [x+1], comments: 'CPG companies have not been able to take full advantage of the sales lift created by delivering highly personalized online ads, because buying happens at the counter, not by the click... Now, CPGconnect lets them create highly effective campaigns designed to boost in-store sales - and prove the results.'

Web sites are at www.xplusone.com , www.dynamiclogic.com and http://us.infores.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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