The Ignite CPG service marries InsightExpress’ digital ad measurement capabilities with SymphonyIRI’s data on offline CPG and liquor purchases, its Hispanic market panel and point-of-sale data.

InsightExpress said that the new service is an extension of the Ignite Network, which was launched in January this year to to track online behaviour, ad exposure and decay rates on a long-term basis. Ignite CPG evaluates advertising across several dimensions, including consumer response and offline sales impact.

Mark Ryan (pictured), chief research officer at InsightExpress, said: “”The combined strengths of InsightExpress and Symphony IRI Group now offer CPG marketers the most advanced tools available to best synthesise their marketing accountability data for both short-term and long-term success.”