IRI Pursues Single Source for Modeling Data

Retail market intelligence giant Information Resources Inc (IRI) is integrating its existing modeling services into the model and simulation tool capabilities provided by its Hendry (IRI) Market Structure division, to provide marketers with a single source for all modeling data.

Last September, IRI acquired consulting and software business The Hendry Corporation, from another company within its parent group, with the aim of expanding its Consumer & Shopper insights practice. The division has now been renamed The Hendry (IRI) Market Structure.

As part of the re-structure, IRI will integrate its 'Markov' indirect switching modeling, hierarchical clustering and multidimensional scaling capabilities, with Hendry's direct switching model and simulation tool, providing CPG marketer clients with advanced modeling capabilities.

To support the changes, three senior executives have joined IRI to lead the new Hendry (IRI) Market Structure organization.

Leading the division is EVP and General Manager Bob Hilarides, who joins from Cannondale Associates, which was acquired by WPP-owned Kantar in 2004. While at the firm, he served as Partner/MD and was part of the management board that grew Cannondale from a fledgling consultancy into a specialist in shopper and retail/customer marketing. Before this, he held several marketing positions at Quaker Oats.

He is supported in his new role by Mike Duffy, who takes up the post of VP, Client Engagements from marketing consultancy NuVista Stategies, where he served as Senior Advisor. Before this, he was SVP of Marketing at Nielsen, and held the Senior Director of Measurement post at Kraft Foods.

The third member of the new team is Srinivas Kowta, who joins as VP, Analytic Modeling, having previously worked as AVP, Marketing Science at GfK Healthcare. Before this, he was Director of Marketing Sciences at Verispan, and Promotions Analytics Manager and Engagement Manger at IMS Consulting.

'With the acquisition of Hendry and the addition of Hilarides, Duffy and Kowta, IRI now offers the most comprehensive market structure capabilities available', stated IRI Consulting & Innovation EVPKrishnakumar (KK) Davey.

Web site: www.infores.com .