IRI Launches Purchase-Based Targeting Solution

Retail and healthcare data giant IRI has launched a targeting solution which uses frequent shopper program (FSP) loyalty data to help marketers deliver campaigns based on actual purchase behaviour.

Known as IRI Verified Audiences, the tool allows users to connect with consumers and shoppers based on their verified spending for a particular category, subcategory, brand or product. Data is drawn from a verified purchase-based audience of 120 million loyalty card holders from various partners and retailers, along with dozens of other data sets and thousands of on-demand segments. The audiences are built on longitudinal data with a long-term view of the consumer, enabling advertisers to understand both current and historical spending patterns.

President and CEO Andrew Appel (pictured) comments: 'Marketers continue to struggle with getting the right message to the right consumer at the right time because they are often relying on inaccurate or incomplete consumer data. With the verified purchase data available through IRI Verified Audiences integrated with our unmatched data sets, such as credit card purchase data, online click-stream data and mobile location data, we can help marketers seamlessly execute highly targeted campaigns to achieve maximum impact'.

Web site: www.iriworldwide.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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