IRI Launches DIY Access to Shopper Loyalty Card Data

Consumer data giant IRI is to provide clients with self-service access to its audiences, through program data derived from more than 350 million national shopper loyalty cards.

The firm's new web-based Audience Builder, in tandem with its concierge-based audience development service IRI Audience Desk, offers access to what the firm says is the industry's largest repository of de-identified multichannel retailer data. It has been developed to help marketers, media planners and media buyers build and activate Verified Audiences, IRI's 100% deterministic audience solution, in seconds as opposed to hours and days. Data from the shopper loyalty cards span numerous retailers and enable nationally representative, purchase-based audiences across the grocery, drug, club and convenience channels.

Users of Audience Builder can compile purchase-based audiences across a host of types, ranging from category and brand buyers to more complex audiences such as switchers, heavy buyers and lost buyers. Within each audience type, users can select from a variety of parameters, such as IRI's proprietary product hierarchy - from total store down to the individual UPC level; time period, from within the past 52 weeks down to the individual day; key engagement metrics such as dollar sales and trips; and geographies at the national and state levels.

Nishat Mehta (pictured), President of the IRI Media Center of Excellence, comments: 'We are proud to be a strategic partner for many of the nation's leading retailers and leverage insights from hundreds of millions of loyalty cards to empower our clients with unprecedented personalization. With the launch of Audience Builder, our clients now have direct access to discover and create audiences against this industry-leading collection of behavioral data for more efficient engagement and, ultimately, more effective marketing'.

Web site: www.iriworldwide.com .