WILTON, Conn. & CHICAGO -- Kantar Shopcom, analytics and insights division of Kantar Retail, has announced that it will partner with IRI, a leading provider of information services and solutions, to integrate Kantar Shopcom's retail purchase transaction loyalty card data with IRI's national consumer panel data and point-of-sale (POS) transaction data and jointly create a portfolio of all-outlet, multi-channel media planning, targeting and measurement solutions.
The combined assets will deliver the most complete coverage of the consumer packaged goods (CPG) data landscape--purchase, panel, transaction and causal data--available in the industry today, according to the companies. Both Kantar Shopcom and IRI will market the jointly created products and services.
The integration of Kantar Shopcom's granular purchase transaction data for 30 million consumers with IRI's national consumer panel purchase data for more than 100,000 consumers and IRI's POS 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.
"Kantar Shopcom is delighted to join forces with IRI in the creation and delivery of the industry's most comprehensive purchase-based media planning, targeting and measurement solutions," stated Katie Casavant, CEO of Kantar Shopcom. "The coverage and scale of the combined solutions will enable unprecedented transparency and insight into the causal drivers of media investment performance and impact."
"Advertisers want to seamlessly connect and measure all consumer touchpoints, including media, in-store activity and offline sales lift," said Andrew Appel, president and CEO, 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."
Kantar Shopcom, a division of Kantar Retail, is a data integration, analytics and insights firm connecting what consumers see, feel and do to help retailers and marketers grow their brands through more impactful media investment and execution. Kantar Shopcom leverages CPG, retail and retailer class of trade purchase behavior data for 300 million U.S. consumers to create syndicated and custom audiences for targeted advertising, to enable development of more effective communications plans and to directly measure the impact on purchase behavior of brand communication, media and advertising investment across all media platforms. Its proprietary, single-source network enables Kantar Shopcom to help activate more connected, more effective and more profitable brand advertising, media and communications, it said.
Wilton, Conn.-based Kantar Shopcom is part of Kantar, the data investment management arm of WPP and one of the world's largest insight, information and consultancy groups.
Chicago-based IRI is a leader in delivering market, consumer and media exposure information and predictive analytics.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.