IRI, Experian Team to Help CPGs Identify Most Valuable Purchasers

IRI announced a strategic collaboration with Experian aimed to help marketers engage and identify customers with more relevant media to drive a better return on advertising spend and improve shopping experiences. The joint effort enables marketers to leverage IRI ProScores™, an audience targeting solution built from household purchase data that predicts the likelihood of consumers to purchase specific consumer packaged goods (CPG) brands and categories. As part of the agreement, Experian’s clients will have direct access to IRI ProScores.