CHICAGO -- Information Resources Inc. (IRI) and Return Path have announced an alliance in which IRI will integrate data from Return Path’s Consumer Insight business and other e-commerce transactional datasets that will create a comprehensive view of the rapidly growing online activity in the consumer packaged goods (CPG) industry.
With this new, integrated dataset, CPG marketers will gain an enhanced understanding of e-commerce activity and the interaction of online purchasing with traditional brick-and-mortar transactions, plus a deeper awareness of the path to purchase.
This complete view will provide more effective shopper insights, marketing activation and a holistic approach to measurement.
Return Path’s Consumer Insight business provides in-depth visibility of consumer behavior in real time. It captures shoppers’ inbox data, which provides a real-time view of behavior, from brand affinity to detailed purchase records.
This is Return Path’s first comprehensive data alliance.
“This is an opportunity to create a best-in-class alliance to help clients gain strategic insights from previously unavailable data,” said Robert I. Tomei, president of consumer and shopper marketing for IRI.
Through the alliance, IRI will gain access to e-commerce receipt data as well as purchase data and will collaborate with Return Path on future products and services, such as scorecards, analytic services and market share reports. In addition, the alliance will give IRI clients new access to e-commerce purchase data, including product-level, basket and transaction information, such as pickup vs. delivery.
Chicago-based IRI is a leader in delivering market, consumer and media exposure information and predictive analytics for our clients in the CPG, retail and over-the-counter health care industries.
New York-based Return Path is a global data solutions provider, helping companies build more secure, meaningful and profitable relationships with consumers. Return Path’s Consumer Insight reveals e-commerce and offline purchase trends, buyer preferences and market changes by analyzing commercial email data.
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