SymphonyIRI and Legolas Link Online Ads to Sales

In the US, retail analysis giant SymphonyIRI has partnered with online ad marketplace Legolas Media to enable marketers to buy online ads based on user-level in-store purchase behavior, and then use actual product sales data for ongoing ROI measurement.

A new platform integrates Legolas' audience 'futures' marketplace with data on shopping behavior from SymphonyIRI's household purchasing panel of more than 86,000 consumers. This allows CPG marketers to create customized audience segments, and use them for online ad targeting.

Srishti Gupta, SymphonyIRI's EVP New Media Solutions, says the partnership will enable brands not only to see the impact of online ads on off-line sales, but also to tailor their buys to reflect ongoing changes in consumer behavior.

Legolas Media's co-founder Ran Cohen adds: 'Our new combined offering allows CPG brands to accurately forecast available reach, frequency, volume and cost against such consumer behaviors as heavy category buyers and competitive buyers. Advertisers can supplement questionable click-through analytics with actionable measurement data such as in-store sales lift, allowing them to improve campaign strategies on an ongoing basis.'

Web sites: www.symphonyiri.com and www.legolas-media.com .