IRI, Datalogix create robust consumer and shopper insights platform
CHICAGO — IRI and Datalogix, the company connecting online ads to in-store sales, announced Wednesday that IRI’s new “Platinum” line of solutions will use retail shopper transaction data from Datalogix to power its advanced insights and analytical models. Through the agreement, Datalogix will provide retailer shopper transaction data to IRI on tens of millions of households for use with IRI’s existing National Consumer Panel data to create the largest and most powerful consumer and shopper insights platform in the industry, according to the company.
“The consumer and shopper landscape is changing quickly with the impact of digital, social and mobile communication platforms, requiring a deeper and broader understanding of key segments of the population at various touchpoints in the new path to purchase,” stated Bob Tomei, president of Consumer & Shopper Marketing, IRI. “To achieve growth over time, it’s essential that marketers fully understand emerging consumer and shopper segments and how they buy, i.e., select certain brands or select certain stores. This first step in our alliance with Datalogix will enable us to provide that level of granularity around our clients’ key consumer and shopper segments.”
IRI will be able to use Datalogix data from frequent shopper programs in its syndicated consumer and shopper insights platform, as well as in other advanced analytics offerings. IRI will utilize this information to enhance the capabilities of services, including price and trade promotion analyses, predictive analytics through its Hendry Market Structure solution, and marketing mix modeling.
In addition, under the agreement, Datalogix will be able to utilize IRI’s Liquid Data platform technology along with select applications, including Consumer & Shopper Insights Advantage and Market Advantage, to enhance its all-outlet sales measurement coverage. Datalogix also gains access to IRI’s Product Dictionary, which provides five levels of essential information on CPG products, including department, category, manufacturer, brand and UPC data. It also includes multiple volumetric measures, such as ounces, counts, rolls and liters.
“This agreement will help strengthen our existing measurement solutions with granular data from IRI’s household and market data,” commented Rob Holland, general manager, DLX CPG. “These new assets enable us to offer deeper, richer insights into households and shopper purchase patterns with which marketers can generate new levels of advertising effectiveness and shopper loyalty.”