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IRI Debuts 'Lift for Facebook'
In the US, consumer data giant IRI has unveiled a new solution to enable CPG manufacturers and retailers to measure the off-line sales impact of their social media ad campaigns across Facebook and Instagram.
 'IRI Lift for Facebook' combines the social media giant's media exposure data with IRI's point-of-sale, frequent shopper and causal data, to provide household-level insights. Users will be able to quantify the return of various activation elements; and evaluate their campaign strategy, messaging and audiences. The solution expands on IRI's existing measurement partnership with Facebook, while Facebook and Instagram campaigns can also be supported by IRI's deterministic, purchase-based audiences, derived from more than 500 million loyalty cards.
Commenting on the launch, Nishat Mehta (pictured), Chief Product Officer and President of the IRI Media Center of Excellence, said: 'Now our clients can leverage our enhanced Lift suite and industry-leading shopper loyalty data assets to accurately and granularly measure returns on their total advertising spend, and make the informed, data-driven decisions they need to execute more productive campaigns'.
Web site: www.iriworldwide.com .
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