IRI and Experian announce strategic collaboration
Data and analytics provider IRI announced a strategic collaboration with Experian intended to let marketers engage and identify customers with more relevant media to drive a better return on advertising spend and improve shopping experiences, according to the company.
Data and analytics provider IRI announced a strategic collaboration with Experian intended to let marketers engage and identify customers with more relevant media to drive a better return on advertising spend and improve shopping experiences, according to the company.
Experian clients will now have access to IRI ProScores, a purchase-based, predictive shopper insights solution that 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. Based on this data, marketers can help determine which consumers are more likely to purchase products within a specific category, subcategory, or brand in order to deliver targeted communications that are more relevant to individual shoppers.
“In an age when consumers are constantly on the go and are bombarded with marketing messages, there’s an expectation for brands to deliver only highly personalized and extremely relevant communications to them,” says Kevin Dean, president of Experian Targeting. “Through our collaboration with IRI, we’re able to help marketers adapt to this environment and identify the target audiences for each marketing campaign, helping them to improve customer loyalty and see greater return on investment.”