NEW YORK and CHICAGO, July 10, 2017 /PRNewswire/ -- PlaceIQ, the company building a new model of consumer behavior with location data and insights, and IRI®, the global leader in innovative insights, audience and measurement solutions and services for consumer, retail, media and over-the-counter health care companies, today announced an expanded alliance that will further empower marketers and advertisers with the ability to increase the precision and return on their personalized 1:1 marketing campaigns to drive increased shopper engagement and growth. The alliance provides IRI customers an expanded and more holistic real-world view of customer interaction with their local markets — and the retail and CPG brands within them — as buyers move down the path to purchase.
PlaceIQ's rich location-based insights will be seamlessly integrated into the new IRI Personalization Suite to provide advanced market-level insights into the customer journey based on location data. PlaceIQ's robust data set will now augment the industry-leading consumer, purchase data and media exposure data offered by IRI and its expansive partner ecosystem to offer marketers exciting new solutions through customer segmentation and predictive analytics on the IRI Liquid Data® platform.
"IRI has a rich history of delivering the highest-quality data and insight, advanced analytics and superior technology platforms for marketers," said Duncan McCall, CEO and co-founder at PlaceIQ. "Their achievements and innovations are made possible by their passion for enabling marketers' success. As such, we are pleased to place our data, for the first time, at the fingertips of the world's largest marketers to enhance their understanding of customers and apply insights to solve a constantly evolving list of marketing challenges."
IRI and PlaceIQ's newly integrated data sets will now offer brands the ability to build and validate new customer persona models, optimize media spend, analyze key metrics related to consumer brand affinity and loyalty, and understand ongoing market-to-market trends that impact sales performance. This unique view gives marketers the versatility to curate and apply insights across a wide range of strategic marketing decisions, such as planning, creative and activation, as well as gauging campaign performance in driving customers into stores.
In addition, marketers can now leverage IRI and PlaceIQ to drive innovation outside the media realm and across their entire organizations. For example, with purchase and location data, brands can make decisions about how to best optimize their supply chain to meet customer demand and preferences, or identify ideal markets for retail expansion.
"Our expanded alliance with PlaceIQ underscores IRI's innovator leadership position in the media and consumer arenas by providing meaningful insights that will drive growth and success for our clients," said Andrew Appel, president and CEO for IRI. "We have long believed that location data is a gateway for pushing marketing innovation forward, which made PlaceIQ a natural fit for partner when our initial relationship began in 2015. Our integrated data will enable brands to make more informed decisions at every level of their business."
The expanded alliance follows a year of significant joint success in helping retail and CPG transform marketing through media- and measurement-related use of IRI and PlaceIQ data. Both companies had previously announced an initial partnership, focused on PlaceIQ's use of IRI data for delivering advanced insights to PlaceIQ's own customer portfolio.
About the IRI Partner Ecosystem
IRI fundamentally believes that delivering differentiated growth for clients requires deep, highly integrated partnering with a variety of best-of-breed companies. As such, IRI works closely with a broad range of industry leaders to create innovative joint solutions, services and access to capabilities to help its clients more effectively compete in their various markets and exceed their growth objectives. IRI is committed to its partnership philosophy and continues to actively enhance its ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. The IRI Partner Ecosystem includes such companies as 84.51°, Adobe, The Boston Consulting Group, comScore, Experian, GfK, Gigwalk, GuestMetrics, Ipsos, Kantar Shopcom, MarketVantage, Mastercard Advisors, MaxPoint, Millward Brown Digital, Mu Sigma, Oracle, Pinterest, PlaceIQ, Research Now, SPINS, Univision and others.
PlaceIQ is a leading data and technology provider that powers critical business and marketing decisions with location data, analytics and insights. An early industry pioneer, PlaceIQ has become the standard for fueling better decisions for marketers, analysts and publishers through powerful location-based consumer insights, real-world measurement and attribution. With PlaceIQ, companies can uncover opportunities within the consumer journey by learning about and connecting with location-based audiences, measuring real-world ROI, and applying insights that drive intelligent marketing and successful business outcomes. The company is headquartered in New York City and has offices in Palo Alto, Chicago and Detroit. For more information, visit www.placeiq.com. Follow us on Twitter @PlaceIQ and like us on Facebook: PlaceIQ.
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG companies, OTC health care organizations, retailers and media companies to grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI helps to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver market-leading growth. A confluence of major external events — a revolution in consumer buying, big data coming into its own, advanced analytics and automated consumer activation — is leading to a seismic shift in drivers of success in all industries. Ensure your business can leverage data at www.IRIworldwide.com.
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