IRI and PlaceIQ Dig Deeper into Consumer Journey
September 19 2019
Consumer data giant IRI and location intelligence firm PlaceIQ have further extended their partnership, integrating the latter anonymous foot traffic data in the former's Liquid Data loyalty card and point-of-sale analysis platform.
The partners say clients can now understand the consumer journey from ad exposure to store visit to purchase, in more depth than ever before. Enhanced data assets and reporting capabilities include:
- more than 500 million frequent shopper loyalty cards on the IRI Liquid Data platform, providing brands and retailers with 100% deterministic purchase data linked directly at the de-identified household level
- more than 100 million anonymized visits captured per day, cross-referenced with locations and frequencies, industry category analysis, market trending, trade area enhancements, pricing and promotion strategies and other factors
- 28 million unified places of interest, delivering broader sample sizes and more accurate predictions, and
- Demographic data from 65 million anonymized households.
The two firms have been
working together for a number of years, with regular
expansions of the deal. Nishat Mehta (pictured), President of the IRI Media Center of Excellence, says IRI has invested over $1 billion in its technology, data assets and partnerships over several years, and comments: 'This powerful solution is uniquely able to provide a complete view of a consumer's purchase journey at the de-identified household level and unlock actionable insights that allow us to speak to a consumer in a far more relevant way'. Nadya Kohl, EVP, Business Development and Partnerships at PlaceIQ, adds: 'We are pleased to enter the next chapter of our IRI alliance with the first enterprise offering of its kind. Our joint solution transcends the campaign mindset - it allows marketers to put real-world behaviors, such as visitation and purchase, at the center of not only their advertising, but their whole marketing strategy'.
PlaceIQ, which is headquartered in New York City and has offices in Chicago, Detroit, Silicon Valley and Los Angeles, helps CPG companies better understand real-world shopping behaviour, combining dynamic movement data with quantitative purchase data. IRI's Partner Ecosystem also includes Adobe, The Boston Consulting Group, comScore, Dynata, Experian, GfK, Google, Ipsos, Mastercard Advisors and Oracle, among many others.
The two firms' web sites are at
www.iriworldwide.com and
www.placeiq.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
