Kantar and IRI® today announced the launch of a new closed-loop growth solution for CPG brands that is designed to help achieve superior results throughout the entire advertising cycle. The combination of IRI’s best-in-class sales data and Kantar’s industry-leading brand data will enable clients to more effectively measure and optimize marketing programs against two important business success drivers: long-term brand health and short-term sales.
The joint solution provides meaningful benefits through every step of campaign performance optimization:
- Deeper consumer insights: Advertisers and publishers will gain insights into consumer behaviors by leveraging IRI’s insights into consumer propensity to buy a brand or category integrated with Kantar surveys and brand tracking studies.
- Actionable audience segmentation: The joint solution enables clients to activate Kantar’s custom audiences and segmentation programmatically by incorporating IRI’s purchase-based audiences.
- Complete view of campaign impact: This solution allows Kantar clients who are measuring the brand impact of their advertising to also see the immediate impact on CPG sales. By bringing together Kantar Brand Lift Insights and CrossMedia with IRI Lift™, marketers will have a complete view of the long-term brand health and short-term brand sales impact of campaigns.
“Our new collaboration will strengthen our ability to help clients see what people buy and why, both short-term and long-term,” noted Jen Bukich, vice president of Global Business Development and Strategic Partnerships at Kantar. “By combining Kantar’s behavioral data with IRI’s purchase data, we can offer brands custom segmentation that will help them realize their advertising objectives.”
“We are thrilled to join forces with Kantar and offer a solution that gives marketers a complete view of both brand building and sales impact of campaigns,” said Harvey Goldhersz, executive vice president of Data and Innovation for the IRI Media Center of Excellence. “Our clients can deliver impactful results with more effective targeting and enhanced measurement capabilities across both long-term and short-term time horizons.”
Kantar is the world’s leading data, insights and consulting company. We understand more about how people think, feel, shop, share, vote and view than anyone else. Combining our expertise in human understanding with advanced technologies, Kantar’s 30,000 people help the world’s leading organizations succeed and grow. www.Kantar.com
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers, financial services and media companies grow their businesses. A confluence of major external events — a change in consumer buying habits, big data coming into its own, advanced analytics and personalized consumer activation — is leading to a seismic shift in drivers of success in all industries. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI is empowering the personalization revolution, helping to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers, collaborate with key constituents and deliver market-leading growth. For more information, visit www.iriworldwide.com.