The agreement will see NIQ’s GeoPurchase retail data integrated into Ogury’s Persona Intelligence Engine across the UK, France, Italy, Spain, Germany, the US and Canada.

The companies said that adding the data to the platform would bring an extra layer of retail purchase behaviour into Persona Intelligence Engine, with the aim of creating personas informed by purchasing patterns.

The collaboration and personas are built on aggregated and anonymised insights, the companies said, and would help users understand consumer demand, category dynamics and competitive positioning at a local level.

Joshua Pisano, general manager of global media at NIQ, said: “Marketers do not just need more data. They need intelligence that drives action.”

Christophe Bize, chief data and GTM Officer at Ogury, said: “We’re helping marketers bridge the gap between audience understanding and market reality.

“Brands can identify audiences informed by real purchase behaviour, gain a clearer view of category dynamics and uncover opportunities for growth through smarter media planning and activation.”