Information Resources Inc. (IRI) is partnering with Kantar Shopcom, the analytics and insights division of Kantar Retail, to create a robust view of the CPG data landscape.
The alliance integrates Kantar’s retail purchase transaction loyalty card data with IRI’s national consumer panel data and POS transaction data. The combined assets aim to give advertisers a more local and flexible approach to optimizing and monitoring their ad spend, by delivering a complete coverage of the CPG data landscape — purchase, panel, transaction and causal data.
What Kantar brings to the partnership is granular purchase transaction data for 30 million consumers. IRI provides national consumer panel purchase data for more than 100,000 consumers and point-of-sale transaction, pricing and promotion data collected from more than 34,000 CPG retail outlets. The result enables the creation of media planning, targeting and measurement products based on a traceable view of more than 95 percent of total U.S. CPG spending.
“Advertisers want to seamlessly connect and measure all consumer touch points, including media, in-store activity and offline sales lift,” said Andrew Appel, president and CEO, IRI. “IRI and Kantar Shopcom can now provide this comprehensive viewpoint with precise accuracy, because we can apply not only sales lift but also the all-important causal variables, such as price, distribution and in-store promotion. This all adds up to providing advertisers with a more local and flexible approach to optimizing and monitoring their ad spend.”
Katie Casavant, CEO of Kantar Shopcom, said, “The coverage and scale of the combined solutions will enable unprecedented transparency and insight into the causal drivers of media investment performance and impact.”