PURCHASE-BASED TARGETING

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. IRI Audiences uses the largest repository of multichannel retailer data in the industry—4X the CPG sales coverage compared to competitors--to help marketers improve targeting and activation. They are proven to deliver up to 3-4X the ROI compared to other tactics. With unparalleled data coverage across more than 26 industries, IRI also enables marketers to target both CPG and general merchandise (e.g., consumer electronics, apparel, luxury beauty, etc.). Its audience solutions, include the following:

• 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.

To ensure even greater privacy compliance, IRI Audiences also gives users access to Neutronian Data Privacy Scores. This framework gives marketers clear guidance on data privacy risk when deciding which data and media partners to utilize for a campaign. From audience targeting through campaign activation, IRI Audiences allow you to reach the best prospective customers more accurately, more affordably and in a manner that is future-proofed for tomorrow’s increasingly stringent privacy landscape.

To get started using IRI Audiences, please contact us at IRIMedia@iriworldwide.com. 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.