CHICAGO and LAS VEGAS. April 16, 2013 (ADOTAS) – Information Resources, Inc. (IRI), a leading provider of innovative solutions and services for CPG and retail and over-the-counter healthcare companies, has joined forces with BlueKai, a leading complete enterprise data activation platform. The collaboration has resulted in a new direct-to-consumer digital platform to provide CPG manufacturers, agencies and media planners/buyers with the ability to utilize purchase-based, third-party data for targeting at scale.
The ability to identify and target prospects and customers is becoming a cross-channel endeavor for many CPG marketers. Digital marketing is an increasingly important part of the advertising mix, especially with today’s savvy shoppers and their extensive product knowledge. Given the increased spending on digital marketing, it is even more critical to understand how these efforts drive results in both online and offline worlds. Marketers are under constant pressure to achieve better results and increase their return on advertising through more precise targeting to drive valuable media dollars on those consumer segments most likely to yield exceptional marketing returns.
To address this challenge, IRI and BlueKai have collaborated to deliver a digital direct-to-consumer activation platform that combines BlueKai’s data platform with IRI’s segmentation and predictive modeling, ProScore™ Targeting solution. This platform will focus on shopper segments most valuable to CPG manufacturers, launch direct-to-client, return-on-investment (ROI) studies, and facilitate the development of new measurement products.
“BlueKai can provide scale and efficiency through their technology expertise and existing publisher, agency and client relationships,” says Srishti Gupta, executive vice president and general manager, Media and Testing Solutions, IRI. “Our strategic partnership enables us to take our targeting solutions and push them into a turnkey data activation system for Fortune 500 CPG manufacturers across thousands of categories, subcategories and brands.”
The partnership will also enable the consolidation of different data sources, such as interest, shopping, and ecommerce transactions, under one technology umbrella to achieve even greater scale for audience buying within one tracking and activation platform.
“We’re thrilled to work with IRI to combine our expertise in data management with their expert intelligence on CPG shoppers,” says Omar Tawakol (pictured), chief executive officer, BlueKai. “This collaboration enables marketers to tap into quality CPG targeting data and seamlessly activate it to any media channel via BlueKai’s pre-connected platform.”
BlueKai is the world’s first and only complete enterprise data activation solution for intelligent marketing. BlueKai offers its customers a system for managing and activating all their 1st, 2nd and 3rd party data in all marketing and customer engagements. BlueKai represents the only end-to-end SaaS solution for marketers and publishers looking to maximize their cross-channel marketing efforts and create a proprietary solution for unlocking reach, scale and efficiency using data. BlueKai leads the data-driven marketing space with the industry’s first, and most advanced, Data Management Platform as well as the industry’s first, and most well-connected, Data Exchange. BlueKai currently works with thousands of companies and is currently trusted by almost half the Fortune 30 brands to activate their data. In 2013 BlueKai was named to Forbes “50 Most Promising US Companies” list as well as Fast Company’s “10 Most Innovative Global Companies in Big Data.”
IRI is a leader in delivering powerful market and shopper information, predictive analysis and the foresight that leads to action. We go beyond the data to ignite extraordinary growth for our clients in the CPG, retail and over-the-counter healthcare industries by pinpointing what matters and illuminating how it can impact their businesses across sales and marketing.