New Digital Audience Tool Enables Marketers to Reach High-Value Social Media Users

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.

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.

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“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.”

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“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. Marketers can download more audience information and access these unique and in-demand audiences via the LiveRamp Data Store.

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