IRI and PlaceIQ Enter Next Phase of Alliance to Deliver Unparalleled Insight Into Consumer Path to Purchase

Solution Now Provides PlaceIQ’s Enhanced Location Intelligence into IRI’s Liquid Data Platform

IRI, a global leader in innovative solutions and services for consumer, retail and media companies, and PlaceIQ, the company building a new model of consumer behavior with location data, announced the release of PlaceIQ’s anonymous foot traffic data within IRI’s unparalleled loyalty card and point-of-sale data assets. Integrating these two best-in-class data sets on the industry-leading IRI Liquid Data platform allows brands and retailers to optimize their marketing resources to drive sales by better understanding the consumer journey from ad exposure to store visit to purchase—and much more.

IRI and PlaceIQ Enter Next Phase of Alliance to Deliver Unparalleled Insight into Consumer Path to Purchase

“This powerful solution is uniquely able to provide a complete view of a consumer’s purchase journey at the de-identified household level and unlock actionable insights that allow us to speak to a consumer in a far more relevant way,” said Nishat Mehta, president of the IRI Media Center of Excellence. “During the past several years, IRI has invested over $1 billion in our technology, data assets and partnerships, to deliver a strengthened toolset developed in partnership with innovators like PlaceIQ. This release reflects IRI’s continued commitment to leveraging the latest technology and best-in-class partners to drive growth for CPG brands and retailers.”

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Today’s product release offers brands access to more accurate and granular insights than ever before, putting deeply enhanced data assets and reporting capabilities at their fingertips including:

• Over 500 million frequent shopper loyalty cards on the IRI Liquid Data platform, providing brands and retailers with 100% deterministic purchase data linked directly at the de-identified household level;
• Over 100 million anonymized visits captured per day, providing brands with deep understanding of the consumer journey—but also connecting it to visit locations and frequencies, industry category analysis, market trending, trade area enhancements, pricing and promotion strategies, consumer behavior insights (e.g., lapsed brand loyalists), and much more;
• 28 million unified places of interest, delivering broader sample sizes and more accurate predictions;
• Demographic data from 65 million anonymized households, creating a richer solution that more reliably links ad exposure and purchase behavior to de-identified locations and household demographics.

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“Through a true data and technology partnership, PlaceIQ’s location intelligence is now live in the IRI Liquid Data platform, enabling CPG and Retail brands to optimize their efforts to acquire, retain and engage customers across their companies,” said Nadya Kohl, EVP, Business Development and Partnerships at PlaceIQ. “We are pleased to enter the next chapter of our IRI alliance with the first enterprise offering of its kind. Our joint solution transcends the campaign mindset—it allows marketers to put real-world behaviors, such as visitation and purchase, at the center of not only their advertising, but their whole marketing strategy.”

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