[April 05, 2017] |
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IRI Launches First-Ever Tool to Link Brand Equity Measurement with Actual Purchase Behavior, IRI EquityScore
IRI®, the global leader in innovative solutions and services
for consumer, retail, media and over-the-counter health care companies,
today announced the launch of its innovative brand equity measurement
and activation solution, IRI EquityScore™. IRI EquityScore connects
brand equity to actual purchase behavior, and can measure results on a
longitudinal basis over time, providing unprecedented marketing
activation opportunities for manufacturers and retailers.
IRI EquityScore offers a holistic approach to brand equity
measurement-analyzing buyer loyalty, as measured by brand awareness,
affinity and performance, and assessing how that brand equity translates
to purchase behavior. The new offering integrates best-in-class brand
equity metrics, leveraging survey results, actual sales transactional
data and IRI ProScores™ predictive modeling (propensity scores) within
the IRI Liquid Data® technology platform. The solution
ultimately leads directly to an activation plan, providing specific
direction for ways in which manufacturers and retailers can improve
equity among consumers, who will drive more sales.
Robert I. Tomei, president of Consumer & Shopper Marketing for IRI,
said, "Manufacturers and retailers are not currently benefiting from
their brand equity work because existing industry tools are not
predictive of the impact of brand equity on sales or share. IRI has
taken the unprecedented step of developing an analytics solution that
links measurement of brand equity to actual purchase behavior, providing a more complete picture of brand perception, as well as actionable
marketing insights to help companies drive growth."
"This new, innovative approach to measuring equity can then be tracked
over time among key consumer and shopper segments and, more importantly,
can directly drive activation plans (marketing, media and sales
programs) to enhance a brand or retailer banner equity, resulting in
increased sales," Tomei continued.
For more information about IRI Equity Score, please contact Carl Edstrom
at [email protected].
About the IRI Partner Ecosystem
IRI fundamentally believes that delivering differentiated growth for
clients requires deep, highly integrated partnering with a variety of
best-of-breed companies. As such, IRI works closely with a broad range
of industry leaders to create innovative joint solutions, services and
access to capabilities to help its clients more effectively compete in
their various markets and exceed their growth objectives. IRI is
committed to its partnership philosophy and continues to actively
enhance its ecosystem of partners through alliances, joint ventures,
acquisitions and affiliations. The IRI Partner Ecosystem includes such
companies as Adobe, The Boston Consulting Group, comScore (News - Alert), Experian,
GfK, Gigwalk, Ipsos, Kantar Shopcom, MasterCard Advisors, MaxPoint,
Millward Brown Digital, Mu Sigma, Neustar, Oracle, Place IQ, Research
Now, Simulmedia, Survey Sampling International, SPINS, Univision and
others.
About IRI
IRI is a leading provider of big data, predictive analytics and
forward-looking insights that help CPG, OTC health care organizations,
retailers and media companies to grow their businesses. With the largest
repository of purchase, media, social, causal and loyalty data, all
integrated on an on-demand, cloud-based technology platform, IRI helps
to guide its more than 5,000 clients around the world in their quests to
remain relentlessly relevant, capture market share, connect with
consumers and deliver market-leading growth. A confluence of major
external events - a revolution in consumer buying, big data coming into
its own, advanced analytics and automated consumer activation - is
leading to a seismic shift in drivers of success in all industries.
Ensure that your business can leverage data at www.IRIworldwide.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170405006202/en/
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