IRI and AnalyticsIQ Link for Influencer Targeting

In the US, IRI has partnered with consumer marketing data provider AnalyticsIQ to help CPG marketers target the most active and influential users of social media.

Combining IRI's predictive audiences and shopper data and AnalyticsIQ's social media intelligence, the firms will offer advertisers tools to ensure their creative running on social media platforms reaches the users who are most engaged and most likely to purchase. With the announcement, more than 95 new audience segments from IRI and AnalyticsIQ are now available through the LiveRamp Data Store.

Anna Brantley, AnalyticsIQ's Chief Revenue Officer, says the deal will help advertisers target individuals likely to see and appreciate their message. Nishat Mehta, President of IRI's Media Center of Excellence, adds: 'The advent of social media creates a circle of connections that can influence the consumer far better than other forms of advertising. We are excited to partner with AnalyticsIQ and help marketers broaden their reach by talking to consumers who are open to trying products and sharing their authentic experience with others'.

Web sites: visit www.iriworldwide.com and www.analytics-iq.com .