Shopcom and InsightExpress Team Up

In the US, data and analytics company InsightExpress has followed up last week's deal with SymphonyIRI by announcing a partnership with Kantar Shopcom, further expanding its Ignite CPG product.

Whilst the SymphonyIRI deal added off-line consumer data to the InsightExpress digital ad measurement tool, the new relationship will merge its existing sources with Kantar Shopcom's multi-channel, point-of-sale purchase behaviour dataset of over 231 million US consumers. The company hopes that this will 'result in unprecedented insight into the ROI of advertising campaigns.' The main areas covered by Shopcom's POS data are consumer packaged goods, retail, entertainment, auto and services.

As announced last month Shopcom is also in a partnership with fellow WPP company Millward Brown to produce a single source for marketers and researchers of both the latter's attitudinal data and its own behavioural data.

William E. Lipner, Chairman and CEO at InsightExpress, says the new partnership offers CPG marketers 'yet another opportunity to extract the most benefit from their marketing accountability research.'

Katie Casavant, CEO, Kantar Shopcom, comments: 'Collaborating on behalf of our clients, we can help marketers realize the immense power of connected data, connected insight and connected solutions.'

Founded in 1999, InsightExpress is headquartered in Stamford, CT, with offices in San Francisco and New York. Kantar Shopcom is a Kantar Retail company and part of Kantar, WPP's insight, information and consultancy group.

Web sites: www.insightexpress.com and www.kantarshopcom.com .

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