InsightExpress and SymphonyIRI Debut Online/Off-line Tool

In the US, InsightExpress has partnered with SymphonyIRI to launch a tool which combines digital ad measurement capabilities with off-line consumer data, helping to link online ad exposure and in-store buying behavior.

The new 'Ignite CPG' tool links InsightExpress' online ad effectiveness data with SymphonyIRI's CPG, liquor purchase and Hispanic market panel and point-of-sale data, to provide insight into ad campaign ROI.

Ignite CPG is an extension of InsightExpress' Ignite Network, a data analytics and research platform which integrates access to sample from a series of online panel provider partners. The new tool can be used to evaluate ad and media plan targeting efficiency, and consumer response to a brand; to determine a campaign's reach among high priority targets; to predict changes in 'dollar volume' sales per consumer; and to analyse off-line sales ROI spanning display, video, e-mail, CRM and search.

Marc Ryan, SVP, Chief Research Officer at InsightExpress, comments: 'The combined strengths of InsightExpress and SymphonyIRI offer CPG marketers the most advanced tools available to best synthesize their marketing accountability data. With Ignite CPG we are now able to provide the broadest digital coverage across display, video and search channels.'

SymphonyIRI's EVP, New Media Solutions Srishti Gupta says the partnership provides a 'holistic solution' to help clients understand the impact of their growing digital spend in the context of the entire consumer journey.

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