NEW YORK CITY and CHICAGO – Dec. 9, 2015 –PlaceIQ, the company building a new model of consumer behavior by connecting physical and digital activities across time, space, and mobile devices, today announced a new alliance with IRI™, the global leader in innovative solutions and services for consumer, retail, media and over-the-counter health care companies. PlaceIQ’s sophisticated location intelligence platform will leverage IRI’s wealth of CPG purchase data to provide marketers with insights into the customer shopping journey, including the ability to use offline purchase insights to increase the effectiveness of targeted advertising. The resulting insights will allow brands to improve campaign targeting and align it with contextually relevant scenarios for consumers.
Today’s alliance amplifies PlaceIQ’s ability to help CPG companies better understand real-world shopping behaviors by fusing dynamic movement data with quantitative purchase data. The result will reveal valuable insights into the consumer journey, including their affinities for brands and products, as well as their movement along the path to purchase. Brands and agencies can better target their audiences based on consumers’ propensity to buy products, which can optimize marketing programs. This allows brands to amplify or redistribute ad dollars for markets that are over or underperforming and provides the means to efficiently forecast marketing and advertising spend, and more.
“Consumer insights are a CPG marketer’s best weapon,” said Duncan McCall, CEO and co-founder of PlaceIQ. “At a high level, once products from CPG brands enter the supply chain, manufacturers only gain clarity on the performance of their marketing efforts when those products reach the cash register. We feel privileged to work with IRI, a company synonymous with vast insight into CPG purchases to amplify the benefits we deliver to marketers. This partnership unlocks tremendous value for the manufacturer: combining trusted product propensity and real-time purchase data with retail visitation helps us understand when and why consumers made their way into stores to buy. This link will help CPG brands build a strong competitive advantage.”
IRI joins PlaceIQ’s expanding data partner ecosystem, which already includes leading data partners across retail purchase data, CPG purchase data, automotive ownership, television viewership and more.
“We enable data-driven marketing and insights that fuel growth for brands,” said Srishti Gupta, president, IRI Media Center of Excellence. “The consumer shopper journey is evolving, with the path to purchase broadening in both scale and scope. Mobile and location intelligence play a key role in helping to better understand the customer journey, as they navigate between physical and digital worlds. We are delighted to join forces with PlaceIQ, so that we can provide a clearer picture of the customer journey, through the lens of location.”
IRI’s Market Measurement Solutions offer comprehensive, syndicated point-of-sale information across channels, sectors, markets, and segments. With it, brands can track data for all key retail channels as well as specialty sales, to get insights into key channels, such as mass, drug, grocery, convenience, on-premise, military, pet, club, and e-commerce. The company’s solutions provide accurate, granular detail by category, geography, measure, and time period, providing brands with the tools needed to develop marketing and sales strategies based on product performance, distribution, and promotion responsiveness.
To learn more about PlaceIQ, please visit: http://placeiq.com/.