IRI to Link Meta Campaigns to US Sales

In between paying nine-figure fines and settlements, Meta has found time to strike a deal with IRI which will allow the consumer data giant to link ad campaigns on Instagram and Facebook to US retail sales at the brand and product level. 'Ansa' also allows for campaign targeting and optimization.

IRI launched a more general measure, Lift for Facebook, in September 2021, promising to 'accurately measure returns on total advertising spend'. The new SaaS platform goes into far more detail, tapping proprietary analytics at both SKU and retailer-level, for specific campaigns spanning hundreds of manufacturers and leading retailers. Campaigns can then be hyper-local targeted, and optimized, based on store-level sales, although for the moment Ansa's automated measurement is available only at the completion of campaigns.

Uplift is calculated by running campaigns in specified test locations while keeping control locations dark, and then comparing sales in the two - similar to a matched-market test. 'Ansa, powered by IRI' is available on Facebook and Instagram immediately.

'Nearly two-thirds of CPG and retailer shopper marketers utilize Instagram and Facebook to drive category and brand sales' says IRI EVP Global Media Solutions Jennifer Pelino (pictured). 'Ansa will enable marketers to reach shoppers on Meta's platforms in a data-enabled way that is more cost-effective, flexible and scalable than ever before. It will allow them to reach the right people at the right time in their shopper journey, and make it easier for them to buy online and in stores'.

Web site: www.iriworldwide.com .