The solution uses IRI's Consumer Network household purchase panel to measure retail sales in all channels along with comScore's ability to understand which panelists were exposed to online advertising. The solution will be integrated into [image-nocss] comScore's AdEffx suite of products that provides media planners with all the tools they need to maximize the return on investment (ROI) from their online ad campaigns, ranging from data for improved planning through to tools for smarter buying and finally the channelwide measurement of campaign ROI that are the focus of this new service.
"This solution presents CPG advertisers with a comprehensive understanding of their brand sales gains that resulted from online ad exposures, whether those sales occur in supermarkets, drug stores or other channels where their brands are purchased," said Alistair Sutcliffe, comScore vice president. "The combination of IRI's multi-channel purchase panel data with comScore's industry-leading online data offers the critical components needed to accurately tie consumers' purchase behavior back to their exposure to online media."
"IRI's history is rooted in the introduction of innovative services that deliver breakthrough value to the CPG industry, and once again we see that happening here," said Robert (Bob) I. Tomei, president of consumer and shopper insights for IRI. "Today's marketers must be more efficient and effective with their online campaigns while at the same time, be in a position to evaluate how online behavior drives offline sales. The powerful combination of comScore, the leader in Internet measurement, and IRI provides a comprehensive suite of media planning, buying and analysis services which will help provide the insights that the CPG industry needs as it explores the many and varied uses of online marketing."
Cindy Neumann, director consumer insights advanced analytics at ConAgra Foods commented: "Our brands are always seeking new ways to build a complete picture of consumer response to digital marketing initiatives. This new offering provides the ability to measure cross-channel sales ROI. This ability compliments the comScore Ad Effx Suite which includes survey-based brand lift studies and post-buy campaign delivery reports."
Reston, Va.-based comScore measures the digital world and is a source of digital marketing intelligence.
Chicago-based IRI is a leading provider of consumer, shopper, and retail market intelligence and insights.
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