IRI Links Brand Equity Analysis with Purchase Behavior

Retail and healthcare data giant IRI has launched what it is describing as the 'first-ever' tool to link brand equity measurement with actual purchase behaviour.

The new IRI EquityScore measures results on a longitudinal basis over time - analyzing buyer loyalty as measured by brand awareness, affinity and performance; and assessing how that brand equity translates to purchase behavior. The solution integrates brand equity metrics using survey results, actual sales transactional data and IRI ProScores predictive modeling (propensity scores) within the firm's Liquid Data technology platform. According to IRI, the solution ultimately leads directly to an activation plan, providing specific direction for ways in which manufacturers and retailers can improve equity among consumers, who will drive more sales.

Robert Tomei (pictured), President of Consumer & Shopper Marketing, comments: 'IRI has developed an analytics solution that links measurement of brand equity to actual purchase behavior, providing a more complete picture of brand perception, as well as actionable marketing insights to help companies drive growth. This new approach to measuring equity can then be tracked over time among key consumer and shopper segments and, more importantly, can directly drive activation plans (marketing, media and sales programs) to enhance a brand or retailer banner equity, resulting in increased sales'.

Web site: www.iriworldwide.com .