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comScore and IRI Launch Panel and Media Tools
Retail analysis giant Information Resources, Inc. (IRI) has partnered with comScore Networks to create an Internet tracking panel, along with support solutions to provide Internet media buying and planning tools for CPG clients.
The new service was unveiled today at the fourth annual IRI Summit 2007 taking place at the Wynn Las Vegas. It promises to help CPG manufacturers and retailers to quantify what web properties are engaging to their key consumer targets and subsequently quantify and track ROI for their online marketing campaigns.
AOL Vice President of Market Research Van Riley describes the deal as 'exciting' and comments: 'This service is truly needed by clients in the CPG industry to establish competitive baselines and ROI from online advertising.'
The new tracking panel will combine comScore's proprietary Internet tracking capabilities with the IRI Consumer Network™, a consumer panel that measures CPG buying behavior across more than 380 Retailer Marketing Areas (RMAs). Recruitment of national panelists will begin in March followed by a launch of the new service during the second quarter of this year.
Gian Fulgoni, comScore Networks Chairman, comments, 'The pairing of our company's respective technologies creates a powerful media planning and analysis capability that is urgently needed by the CPG industry.'
comScore combines analysis of browsing and transaction behavior from opt-in panellists with survey research that captures and integrates their attitudes and intentions. It is online at www.comscore.com . IRI is online at http://us.infores.com .
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