NEWS12 December 2019
US – Data, insights and consulting firms Kantar and IRI have launched a closed-loop growth tool for advertising consumer packaged goods (CPG) brands.
It will combine IRI’s sales data – IRI Lift – and Kantar’s brand data – Brand Lift Insights and CrossMedia – to help clients measure and optimise marketing programmes for long-term brand health and short-term sales.
The tool includes consumer behaviour insights; audience segmentation through IRI’s purchase-based audiences; and campaign impact.
Jen Bukich, vice-president of global business development and strategic partnerships at Kantar, said: “Our new collaboration will strengthen our ability to help clients see what people buy and why, both short-term and long-term. By combining Kantar’s behavioural data with IRI’s purchase data, we can offer brands custom segmentation that will help them realise their advertising objectives.”
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