IRI raises the stakes with IRI Lift, a real-time ad-tracking solution that measures sales lift

CHICAGO - IRI on Monday introduced IRI Lift, the industry’s only real-time digital advertising solution that measures offline sales lift. IRI Lift, developed in partnership with Kantar Shopcom, helps identify digital media optimization opportunities by determining which digital media is most effective with target audiences and ties media exposures to actual offline purchases down to the specific product and household level. 

 

A highly intuitive visualization platform delivers in-depth campaign analysis and results that are 80% more accurate as soon as five weeks after an advertising campaign begins. With IRI Lift, marketers can better optimize their media allocation to increase return on advertising spending by 30% - 70%.

 

“In today’s complex, multichannel environment, advertisers and agencies must be able to measure actual sales lift because it’s the best measure of advertising success,” stated Srishti Gupta, IRI Media Center of Excellence president. “IRI Lift is the only solution available today that delivers deeper, more accurate insights while the campaign is in flight. Taking action on these insights in real time allows advertisers to course-correct and optimize their campaign for maximum sales lift.”

 

The dataset associated with IRI Lift includes 60 million frequent shopper household transaction data and all-outlet consumer panel data from grocery, drug, mass and convenience outlets, in addition to IRI’s point-of-sale data, collected from 95,000 stores covering more than 400 billion transactions across all outlets. 

 

It also includes macroeconomic factors, health and wellness attributes and more than 20 causal variables, such as price, promotion, weather and gas. These datasets are fused together to create a single-source mega data cube and are analyzed on IRI’s proprietary modeling engine.

 

IRI Lift delivers the industry’s most granular and most accurate multichannel campaign sales and brand impact reads to drive true one-to-one marketing personalization and revenue growth. Results are available within five weeks and can be broken out by campaign, creative, publisher, ad placement and execution. Due to larger datasets and proprietary modeling, IRI Lift effectively measures shorter and smaller campaigns with minimum feasibility requirements, as well as large digital multichannel campaigns.

 

“In the future, most advertising will be addressable,” said Andrew Appel, president and CEO, IRI. “This will foster an era of real time with sophisticated big data personalization platforms that continuously aggregate advertisements, social impressions, purchase and hundreds of other datasets. At the core of this will be real-time, sales-lift measurement that ties actual purchases to media, social and retail exposures for millions of consumers," he said. "Companies will need to focus on real-time exposure and sales-lift analytics to continuously make campaign execution adjustments and maximize impact. In this future, currencies to price advertising will be of little value.”