New Digital Audience Tool Enables Marketers to Reach High-Value Social Media Users
CHICAGO & ATLANTA – IRI®, the global leader in innovative insights and audience and measurement solutions and services for consumer, retail and media companies, and AnalyticsIQ, a leading consumer marketing data innovator, announced a partnership that empowers CPG digital marketers to more effectively target the most active and influential users of major social media platforms.
“Instagram and other platforms are the go-to place for many shoppers, who connect with influencers on a personal level”
Combining IRI’s predictive audiences and shopper data and AnalyticsIQ’s social media intelligence, the partnership offers advertisers the tools they need to ensure that the creative they are running on social platforms reaches the highest value users both from an engagement and purchase propensity perspective. By targeting the most influential and highest propensity social media users, marketers are able to leverage the organic reach of shared experiences with large, relevant follower groups.
“It’s clear that the worlds of CPG shopping and social media are converging, and there has never been a more opportune time for marketers to tap into the power of these platforms and influencers,” said Anna Brantley, chief revenue officer for AnalyticsIQ. “We are thrilled to collaborate with IRI and provide advertisers with actionable audiences that allow them to target individuals likely to see and appreciate their message.”
“Instagram and other platforms are the go-to place for many shoppers, who connect with influencers on a personal level,” said Nishat Mehta, president of IRI’s Media Center of Excellence. “Consumers are looking for advice from those they trust. The advent of social media creates a circle of connections that can influence the consumer far better than other forms of advertising. We are excited to partner with AnalyticsIQ and help marketers broaden their reach by talking to consumers that are open to trying products and sharing their authentic experience with others.”
More than 95 new audience segments from IRI and AnalyticsIQ are available now through Acxiom® company, LiveRamp’s Data Innovators program. Starting today, marketers can download more audience information and access these unique and in-demand audiences via the LiveRamp Data Store.
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 across multiple industries and sectors to create innovative joint solutions, services and access to capabilities to help its clients more effectively collaborate and compete in their various markets and exceed their growth objectives. IRI is committed to its partnership philosophy and continues to actively enhance its open ecosystem of partners through alliances, joint ventures, acquisitions and affiliations. The IRI Partner Ecosystem includes such leading companies as 84.51°, Adobe, Alphonso, The Boston Consulting Group, comScore, Experian, GfK, Gigwalk, Ipsos, Limbik, Mastercard Advisors, MaxPoint, Pinterest, Oracle, Research Now, Simulmedia, SPINS, Survey Sampling International, Univision, Viant and others.
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers, financial services and media companies grow their businesses. A confluence of major external events — a change in consumer buying habits, big data coming into its own, advanced analytics and personalized consumer activation — is leading to a seismic shift in drivers of success in all industries. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI is empowering the personalization revolution, helping to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers, collaborate with key constituents and deliver market-leading growth. For more information, visit www.iriworldwide.com.
AnalyticsIQ is a leading predictive analytics and consumer marketing data innovator. We are the first data company to consistently blend cognitive psychology with sophisticated data science to help marketers understand how and why consumers make decisions. Our accurate and comprehensive PeopleCore consumer database provides unrivaled insights to advertisers, agencies and technology providers. Our data helps brands fuel personalized experiences across channels, including direct mail, email, online, mobile and TV. Headquartered in Atlanta, Georgia, AnalyticsIQ’s team of data analysts, scientists and cognitive psychologists have over 100 years of collective analytical experience and expertise. For more information, visit www.analytics-iq.com and follow us on Twitter @AnalyticsIQ.