IRI enriches value of partner ecosystem again

Mike Troy
Editorial Director
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Nishat Mehta, president of the IRI Media Center of Excellence, leads the insights organization's Verified Audiences platform.

IRI entered into partnerships with SPINS, PlaceIQ and Geoscape to develop and deploy new audience solutions for IRI’s Verified Audiences. The platform was launched in early 2017 to provide consumer packaged goods companies and retailers with personalization capabilities based on actual purchase behavior as opposed to modeled data.

“As part of our ongoing effort to help clients delight their consumers through relevant communications, we have partnered with SPINS, PlaceIQ and Geoscape to develop new audience solutions, enhancing IRI’s unique position as one of the most accurate, trusted and transparent provider of purchase-based CPG audiences,” said Nishat Mehta, president of the IRI Media Center of Excellence. “Our strengthened IRI Verified Audiences now allow marketers to reach individuals based on additional relevant behaviors in addition to purchase, reducing waste of marketing resources and increasing return on advertising spend.”

IRI said the new partnerships will enhance its IRI Verified Audiences by blending SPINS health-attribute data, PlaceIQ’s location data and Geoscape’s multicultural demographic data with IRI data gleaned from a pool of 350 million loyalty cards. For example:

  • IRI and SPINS Health and Wellness Verified Audiencesenables CPG marketers to target verified shopper audiences across 20 growing and increasingly important product attributes, including organic, gluten-free, vegan and other segments. SPINS is the leading provider of retail consumer insights, analytics reporting, and consulting services for the Natural and Specialty Products Industries.
  • IRI’s relationship with location-based insights provider PlaceIQ is designed to ensure marketers are reaching the right households based on locations visited, including stores, restaurants and events. PlaceIQ provides location-based consumer insights, real-world measurement and attribution.
  • IRI’s partnership with Geoscape, a Claritas company, allows for more effective targeting of households of Hispanic and Asian ethnicities based upon verified household CPG purchase behavior across major categories. Geoscape provides automated intelligence systems, unique data products, research and analytic services for companies seeking to accelerate growth by tapping into the growth of new mainstream consumers in the U.S., Canada and Europe.

The Verified Audiences platform was launched in January 2017 and the day prior to the SPINS, PlaceIQ and Geoscape announcement IRI revealed additional enhancements.