In the US, people-based ad technology company Viant and consumer data giant IRI have partnered, to boost data and analytics offerings for shopper marketers.
Viant offers a cloud-based platform allowing clients to plan, execute and measure their digital media investments. Through the partnership, marketers will be able to access data sets exclusively available to IRI for targeting and performance measurement. These include de-identified data from IRI Verified Audiences, which comprises more than 350 million national shopper loyalty cards as well as point-of-sale (POS) data from stores available through IRI. In addition, the deal combines Viant's database of more than one billion registered users with IRI Lift, which links media exposure to actual off-line purchases down to the specific product and household level, to determine which digital media is most effective with target audiences.
Jon Schulz, CMO for Viant, says the partnership enables his firm to provide CPG marketers with access to data sets that have a measurable impact on in-store sales, and improve targeting to their highest-value customers across all channels and devices. Nishat Mehta, President of the IRI Media Center of Excellence, adds: 'Our goal is to empower CPG marketers with the data and insights they need to delight their consumers with promotions and advertising that they find appealing. IRI's rich assets of actual consumer purchase behavior are a great complement to Viant's people-based data set for marketers seeking to drive in-store sales'.
Web sites: www.viantinc.com and www.iriworldwide.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.