IRI and Geoscape Hone Hispanic Targeting Offer

Retail data giant IRI has announced an expansion of its partnership with Claritas subsidiary Geoscape, to launch a solution called Acculturation Audiences. This will allow marketers to target US Hispanic and Asian households based on their level of acculturation and past purchase behaviour.

The tool integrates deterministic and probabilistic purchase behavior data from IRI with Hispanic and Asian cultural segmentation systems from Geoscape, to help identify households likely to purchase and consumers most likely to respond and purchase.

The firms say this will allow targeting 'at a level of scale and accuracy not historically available'. The solution builds on their existing partnership launched in June this year and is available through the LiveRamp Data Store and to IRI clients through its concierge targeting service Audience Desk.

Claritas CEO Mike Nazzaro comments: 'Since 2009, more than two-thirds of new Americans have identified themselves as Hispanic, making this group the growth majority. Due to their above average digital use, marketers would benefit from shifting their media budgets to account for this growing population while ensuring they reach distinct segments with an appropriately targeted message. These new audiences will help CPG marketers capture these consumers with increased precision'. Nishat Mehta (pictured), President of the IRI Media Center of Excellence, adds: 'Marketers can now personalize messages for a growing, diverse and valuable population based on the combination of their historical off-line purchase behavior and ethnic identification'.

Claritas acquired Geoscape in January this year.

Web sites: www.iriworldwide.com , www.claritas.com and www.geoscape.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.