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NEW YORK — IRI and Kantar are joining forces to help consumer packaged goods companies measure and optimize their marketing programs for both short-term sales gains and long-term brand health.
The companies this week launched what they’re calling a closed-loop solution that combines IRI sales data and Kantar brand insights to deliver a “highly predictive, deeper understanding of the why behind the buy.”
“By combining Kantar’s behavioral data with IRI’s purchase data, we can offer brands custom segmentation that will help them realize their advertising objectives,” says Jen Bukich, vice president of global business development and strategic partnerships at Kantar.
Adds Harvey Goldhersz, executive vice president of data and innovation for the IRI Media Center of Excellence: “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. Our clients can deliver impactful results with more effective targeting and enhanced measurement capabilities across both long-term and short-term time horizons.”
The partners are promoting the joint solution as a way to provide meaningful benefits through every step of campaign performance optimization:
- Deeper consumer insights: Advertisers and publishers will gain insights into consumer behaviors by leveraging IRI’s insights into consumer propensity to buy a brand or category integrated with Kantar surveys and brand tracking studies.
- Actionable audience segmentation: The joint solution enables clients to activate Kantar’s custom audiences and segmentation programmatically by incorporating IRI’s purchase-based audiences.
- Complete view of campaign impact: This solution allows Kantar clients who are measuring the brand impact of their advertising to also see the immediate impact on CPG sales. By bringing together Kantar Brand Lift Insights and CrossMedia with IRI Lift, marketers will have a complete view of the long-term brand health and short-term brand sales impact of campaigns.
