IRI partners with Experian to help brands identify most valuable purchasers
IRI announced a strategic collaboration with Experian aimed to help marketers engage and identify customers with more relevant media to drive a better return on advertising spend and improve shopping experiences. The joint effort enables marketers to leverage IRI ProScores, an audience targeting solution built from household purchase data that predicts the likelihood of consumers to purchase specific consumer packaged goods (CPG) brands and categories. As part of the agreement, Experian’s clients will have direct access to IRI ProScores.
IRI ProScores is the industry’s most advanced, purchase-based, predictive shopper insights solution. It leverages demographic and other consumer data from Experian’s ConsumerView database and integrates it with IRI’s consumer purchase data to identify the most valuable purchasers. Marketers can utilize the information to determine consumers who have the propensity to purchase products within a specific category, subcategory or brand and deliver targeted communications with significantly enhanced relevancy to individual shoppers. Many IRI clients have experienced more than a 200 percent lift in product sales for ad campaigns using IRI ProScores as a targeting element.