Kantar and IRI Link for 'Why Behind the Buy' Insights

Kantar and consumer data giant IRI have launched a solution to help CPG clients measure and optimize marketing programs against the drivers of long-term brand health and short-term sales.

The joint solution integrates IRI's insights into consumer propensity to buy a brand or category, with Kantar surveys and brand tracking studies. Clients can activate Kantar's custom audiences and segmentation programmatically by incorporating IRI's purchase-based audiences.

The solution brings together Kantar's 'Brand Lift Insights', which evaluates the impact of digital, mobile and social ad campaigns across all formats, with IRI Lift, which links media exposure to actual off-line purchases down to the specific product and household level. The firms say this will give marketers a complete view of the long-term brand health and short-term brand sales impact of campaigns.

Jen Bukich (pictured left), Kantar's VP of Global Business Development and Strategic Partnerships, says the collaboration will strengthen her firm's ability to help clients see what people buy and why, both short-term and long-term. Harvey Goldhers (right), EVP of Data and Innovation for the IRI Media Center of Excellence, adds: 'We are thrilled to join forces with Kantar and offer a solution that gives marketers a complete view of both brand building and sales impact of campaigns'.

Web sites: www.kantar.com and www.iriworldwide.com .