IRI and Experian to Spot Most Valuable Customers

In the US, retail and healthcare data specialist IRI has partnered with information solutions giant Experian, to help marketers identify customers who will drive a better return on advertising spend.

The deal gives Experian customers access to IRI's purchase-based predictive shopper insights solution ProScores, which uses demographic and household purchase data and predicts the likelihood of consumers to purchase specific CPG brands and categories. The tool taps into data from Experian's ConsumerView database, and integrates it with IRI's consumer purchase data to identify the most valuable purchasers.

Srishti Gupta, President of the IRI Media Center of Excellence, says the expanded relationship opens up her firm's data assets to Experian's clients and partners, enabling them to drive personalized experiences for customers. Experian Targeting President Kevin Dean adds: 'Through our collaboration with IRI, we're able to help marketers identify the target audiences for each marketing campaign, helping them to improve customer loyalty and see greater return on investment'.

Web sites: www.iriworldwide.com and www.experian.com .