IRI, Kantar Shopcom partner to create media planning, targeting and measurement solutions


WILTON, Conn., and CHICAGO — Kantar Shopcom, analytics and insights division of Kantar Retail, has announced that it will partner with IRI to integrate Kantar Shopcom's retail purchase transaction loyalty card data with IRI's national consumer panel data and point-of-sale transaction data and jointly create a portfolio of all-outlet, multichannel media planning, targeting and measurement solutions.

The integration of Kantar Shopcom’s purchase transaction data for 30 million consumers with IRI’s national consumer panel purchase data for more than 100,000 consumers and IRI’s point-of-sale transaction, pricing and promotion data collected from more than 34,000 CPG retail outlets enables the creation of media planning, targeting and measurement products based on a traceable view of more than 95% of total U.S. CPG spending. The jointly created products and services will be marketed by both Kantar Shopcom and IRI.

“Advertisers want to seamlessly connect and measure all consumer touchpoints, including media, in-store activity and offline sales lift,” stated Andrew Appel, president and CEO of 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.”

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