IRI Teams Up with Adobe to Roll Out New IRI Lift for Adobe, the Industry’s Most Accurate In-Flight Advertising Measurement Solution
CHICAGO – IRI™ announced that it is joining forces with Adobe to introduce a joint solution, IRI Lift for Adobe. This real-time advertising measurement solution helps identify digital media optimization opportunities by determining which digital media platform is most effective with target audiences and tying media exposures to actual offline purchases down to the specific product and household level. With IRI Lift for Adobe, a real-time in-flight measurement and optimization solution, marketers are able to see in-depth campaign analytics with 80 percent more accurate results as soon as five weeks after an advertising campaign begins. Marketers will be able to better optimize their media allocation and increase return on advertising spending (ROAS) by 30-70 percent.
“Through our valuable alliance with IRI, our CPG clients now have access to a campaign measurement solution that helps them maximize their media spend and provides deeper insights. IRI Lift for Adobe can help them strategically measure, optimize and improve campaign results and effectively leverage audiences.”
IRI Lift for Adobe, developed in partnership with Kantar Shopcom, is designed for seamless integration with Adobe Audience Manager, which enables the data management and activation of high-value audiences across the customer journey. With Adobe Audience Manager, advertisers and agencies get a complete view of audiences by combining data sources in one place. This integration allows IRI Lift for Adobe users to leverage audience segments created in Adobe Audience Manager. As part of its strategic alliance with Adobe, IRI also is deploying Shopcom™ IRI™ CPG Audiences powered by IRI ProScores™, a household-level purchase propensity–based targeting model, within Adobe Audience Manager. The addition of these models within Adobe’s data management platform further enhances the integration and provides Adobe clients with the ability to target consumers based on their purchase behaviors.
“We’re thrilled that Adobe is an early adopter of the newly released IRI Lift solution,” says IRI Media Center of Excellence President Srishti Gupta. “As a result of our alliance, IRI Lift for Adobe can be leveraged to measure and optimize campaigns created in the Adobe Audience Manager platform and deliver deeper, more accurate insights while the campaign is in flight. Taking action on these insights in real time allows advertisers to course correct and optimize their campaigns for maximum sales lift.”
“Accurately targeted campaigns see greater lifts with increased ROAS, and IRI Lift for Adobe measures and optimizes campaigns for improved results,” says Amit Ahuja, general manager, Data Management, Adobe. “Through our valuable alliance with IRI, our CPG clients now have access to a campaign measurement solution that helps them maximize their media spend and provides deeper insights. IRI Lift for Adobe can help them strategically measure, optimize and improve campaign results and effectively leverage audiences.”
IRI combined its 30-plus years of sales lift, marketing mix and analytic modeling expertise with fully integrated big data assets to create IRI Lift. This powerful solution allows marketers to see results as soon as five weeks after an advertising campaign begins, not after it is completed.
IRI Lift for Adobe is significantly more accurate due to the scale of data it captures, including all outlet point-of-sale and consumer panels, frequent shopper programs, and TV advertising in addition to macroeconomic factors, health and wellness attributes, and more than 20 causal variables, such as price, promotion, weather and gas, which are analyzed on IRI’s proprietary modeling engine.
IRI Lift delivers the industry’s most granular and most accurate multichannel campaign sales and brand impact reads to drive true one-to-one marketing personalization and revenue growth. Results can be broken out by campaign, creative, publisher, ad placement, execution and other factors. Due to larger datasets and proprietary modeling, IRI Lift effectively measures shorter and smaller campaigns with minimum feasibility requirements, as well as large, digital, multichannel campaigns.
For more information about IRI Lift for Adobe, visit: http://www.iriworldwide.com/en-US/solutions/Lift.
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 Adobe, The Boston Consulting Group, comScore, Experian, GfK, Gigwalk, GuestMetrics, Ipsos, Kantar Shopcom, MasterCard Advisors, MaxPoint, Millward Brown Digital, Mu Sigma, Oracle, SPINS, Univision and others.
About IRI
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, 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 atwww.iriworldwide.com.
About Adobe Marketing Cloud
Adobe Marketing Cloud empowers companies to use big data to effectively reach and engage customers and prospects with highly personalized marketing content across devices and digital touch points. Eight tightly integrated solutions offer marketers a complete set of marketing technologies that focus on analytics, web and app experience management, testing and targeting, advertising, video, audience management, social engagement and campaign orchestration. The tie-in with Adobe Creative Cloud makes it easy to quickly activate creative assets across all marketing channels. Thousands of brands worldwide, including two-thirds of Fortune 50 companies, rely on Adobe Marketing Cloud.
via BusinessWire
