PlaceIQ Joins Forces with Leading CPG Information Services Provider IRI to Bring Rich Purchase Data Scale and Breadth to Location Intelligence Platform

Alliance Provides Brands and Agencies with Enhanced Targeting, Analytics, Foot Traffic Measurement, Insights into Consumer Behavior Fueled by Fusing Location and CPG Purchase Data

Dec 09, 2015, 09:00 ET from PlaceIQ

NEW YORK and CHICAGO, Dec. 9, 2015 /PRNewswire/ -- PlaceIQ, the company building a new model of consumer behavior by connecting physical and digital activities across time, space, and mobile devices, today announced a new alliance with IRI™, the global leader in innovative solutions and services for consumer, retail, media and over-the-counter health care companies. PlaceIQ's sophisticated location intelligence platform will leverage IRI's wealth of CPG purchase data to provide marketers with insights into the customer-shopping journey, including the ability to use offline purchase insights to increase the effectiveness of targeted advertising. The resulting insights will allow brands to inform campaign targeting and align it with contextually relevant scenarios for consumers.

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Today's alliance amplifies PlaceIQ's ability to help CPG companies better understand real-world shopping behaviors by fusing dynamic movement data with quantitative purchase data. The result reveals valuable insights into the consumer journey, including their affinities for brands and products, as well as their movement along the path to purchase. Brands and agencies can better target their audiences based on consumers' propensity to buy products, which can optimize marketing programs. This allows brands to amplify or redistribute ad dollars for markets that are over or underperforming, and provides the means to efficiently forecast marketing and advertising spend, and more.

"Consumer insights are a CPG marketer's best weapon," said Duncan McCall, CEO and co-founder of PlaceIQ. "At a high level, once products from CPG brands enter the supply chain, manufacturers only gain clarity on the performance of their marketing efforts when those products reach the cash register. We feel privileged to work with IRI, a company synonymous with vast insight into CPG purchases to amplify the benefits we deliver to marketers. This partnership unlocks tremendous value for the manufacturer: combining trusted product propensity and real-time purchase data with retail visitation helps us understand when and why consumers made their way into stores to buy. This link will help CPG brands build a strong competitive advantage."

IRI joins PlaceIQ's expanding data partner ecosystem, which already includes leading data partners across retail purchase data, CPG purchase data, automotive ownership, television viewership and more.

"We enable data-driven marketing and insights that fuel growth for brands," said Srishti Gupta, president, IRI Media Center of Excellence. "The consumer shopper journey is evolving, with the path to purchase broadening in both scale and scope. Mobile and location intelligence play a key role in helping to better understand the customer journey, as they navigate between physical and digital worlds. We're delighted to join forces with PlaceIQ, so that we can provide a clearer picture about the customer journey, through the lens of location."

IRI's Market Measurement Solutions offer comprehensive, syndicated point-of-sale information across channels, sectors, markets and segments. With it, brands can track data for all key retail channels as well as specialty sales, to get insights into key channels, such as mass, drug, grocery, convenience, on-premise, military, pet, club and e-commerce. The company's solutions provide accurate, granular detail by category, geography, measure, and time period, providing brands with the tools needed to develop marketing and sales strategies based on product performance, distribution, and promotion responsiveness.

To learn more about PlaceIQ, please visit:

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 your business can leverage data at

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 BlueKai (an Oracle company), The Boston Consulting Group, comScore, Datalogix (an Oracle company), Experian, Gigwalk, GuestMetrics, GfK, Ipsos, Kantar, Mastercard Advisors, MaxPoint, Millward Brown Digital, Mu-Sigma, Oracle Social Cloud, Rentrak, SPINS, Univision and others.

About PlaceIQ
For brands seeking to understand consumer behavior, PlaceIQ connects physical and digital activities across time, space, and mobile devices to uncover opportunities to learn and connect with audiences. PlaceIQ is a powerful, location-based audience and insights platform that organizes a wide variety of consumer activity data around a precise location base map at massive scale. PlaceIQ uses its detailed understanding of location and consumer activity to reach a targeted audience, and also to derive powerful insights about consumer behavior to inform market and business strategies for national brands. The company is headquartered in New York City and has offices in Palo Alto, Chicago, and Detroit. For more information, visit Follow us on Twitter @PlaceIQ and like us on Facebook: PlaceIQ.