TARGETING AND ACTIVATION

Leverage purchase-based targeting to maximize campaign efficiency and effectiveness.

With hundreds of data providers and thousands of different audiences in the marketplace, media planners and buyers have a challenge determining which combination of targets will deliver the best reach and return within budget. However, purchase-based audiences allows marketers to target consumers based on actual in-store shopping behavior, which is proven to deliver up to 3-4x sales lift a 20% increase in ROAS.

IRI Audiences uses the largest repository of multichannel retailer data in the industry, including anonymized data from 500+ million shopper loyalty cards, to help marketers to improve targeting and activation. Its audience solutions, which ensure consumer privacy is protected, include:

- 100% deterministic IRI Verified Audiences
- Propensity to purchase IRI ProScores® Audiences
- The combination of both with IRI Complete Audiences

Audiences can be requested via IRI’s full-service audience desk or created directly using IRI Audience Builder. They can be activated against all addressable, direct-to-consumer touch points including online, social, mobile, email, direct mail and TV.

Learn more about IRI's other pre-campaign capabilities: Consumer Insights and Media Planning

Client Success Stories 

Optimizing Digital Media

An alcohol-beverage manufacturer had launched a flavor extension to an existing beer product and wanted to know if purchase-based targets performed better than demographic targets in digital media. With IRI, the brand was able to create audiences of lapsed buyers of light beer and verified buyers of the existing product line. It found the verified purchase-based audiences received 9% more incremental uplift than the demographic targets, allowing it to allocate a greater proportion of its total media investment to purchase-based targets for a more efficient media buy.