The social media campaigns using IRI Lifestyle Audiences built from 100% deterministic purchase data achieved 50% higher sales per household than the company’s historical campaigns built from non-purchase data.
In one example, a "back to school" audience of households who buy items commonly packed in school lunches performed better than an audience of users identified on social media as “interested in back to school” or identified using contextual data.
For the four brands, purchase-based IRI Lifestyle Audience also drove new and existing brand buyers to buy the brand, increasing household penetration more effectively than contextual and interest-based lifestyle audiences. Audiences for category and brand buyers built from 100% deterministic purchase data were the strongest drivers of increased trips.
Early IRI Lift campaign studies produced results within four weeks showing an average sales lift of 2.6% using purchase-based data versus the previous approach using non-purchase data.