IRI

Was one of the top two CPG and retail data analytics providers in the U.S., now operating as Circana following merger with NPD Group

IRI, now operating as Circana, was a data analytics and market research company headquartered in the United States that provided consumer, shopper, and retail market intelligence along with analysis for the consumer packaged goods (CPG), retail, and healthcare industries.¹ IRI positioned itself as a leading provider of big data, predictive analytics, and forward-looking insights, maintaining the largest repository of purchase, media, social, causal, and loyalty data on an on-demand, cloud-based technology platform serving more than 5,000 clients worldwide.² IRI worked its way into marketer tech stacks, where its data was used for both targeting and attribution.³ Its IRI Verified Audiences product drew on more than 350 million national shopper loyalty cards and point-of-sale data from major retailers, and its IRI Lift solution provided online-to-offline measurement, giving CPG marketers and agencies the ability to target, measure, and improve advertising effectiveness with greater accuracy and precision.² Faster data feedback enabled brands to test emerging channels such as connected TV and streaming audio, and retailers such as Sam's Club launched data management platforms powered by IRI's ad platform service, allowing in-store brands to target online ads or attribute sales using loyalty data.³ Source 1: wikipedia.org — IRI (company) Source 2: viantinc.com — Viant Partners with IRI to Deliver People-Based Targeting ... Source 3: adexchanger.com — How IRI Is Setting Up Shop For The Next Generation Of ...