PlaceIQ and IRI Link Location and CPG Data

US consumer data giant IRI has partnered with location intelligence firm PlaceIQ to provide marketers with insights into shopping journeys, and to examine how information about off-line purchases can be used to target advertising.

PlaceIQ helps CPG companies better understand real-world shopping behaviour, combining dynamic movement data with quantitative purchase data. The result provides insights into the consumer journey, including their affinities for brands and products, as well as their movement along the path to purchase. The new alliance will combine PlaceIQ's location data with IRI's CPG data for enhanced targeting, foot traffic measurement and insights into consumer behavior.

Duncan McCall, CEO and co-founder of PlaceIQ, says the partnership will help clients understand when and why consumers made their way into stores to buy. Srishti Gupta, President, IRI Media Center of Excellence adds: 'Mobile and location intelligence play a key role in helping to better understand the customer journey, as they navigate between physical and digital worlds. We're delighted to join forces with PlaceIQ, so that we can provide a clearer picture about the customer journey, through the lens of location'.

Web site: www.placeiq.com and www.iriworldwide.com .