IRI Launches 'Personalization Suite'

Retail and OTC health data giant IRI has launched a suite of tools for personalized marketing. The IRI Personalization Suite also promises to allow users to 'definitively' measure and optimize ad spend effectiveness.

The new system is fed by multichannel retailer data from a broad range of partner companies, and includes anonymized data from more than 250 million national shopper loyalty cards from multiple leading retailers such as The Kroger Co., Rite Aid and Walgreens Boots Alliance. It also taps IRI's proprietary assets including point-of-sale (POS), panel, credit card and mobile location data assets and real-time analytics, from the firm's Liquid Data technology platform.

The suite includes upgraded versions of the company's IRI Audience Builder and IRI Lift solutions.

President and CEO Andrew Appel (pictured) says the tool is the first to 'empower brands to be smarter about how they build meaningful, long-term personalized relationships with consumers by cutting through the clutter of irrelevant advertising, promotions and marketing'. He adds: 'These new capabilities support an important shift from a focus on measuring what ads and promotions are viewed to the impact on actual consumer buying behavior, from a product purchase to an added trip or a bigger basket'.

Web site: www.IRIworldwide.com .