• by Erik Sass , December 3, 2014

Information Resources Inc. announced this week that it has struck a deal with Datalogix, giving it access to the latter’s retail shopper transaction data, which will be integrated with data from IRI’s national consumer panel to power its new “Platinum” analytics service.

Under the terms of the agreement, IRI will use Datalogix data gathered from frequent shopper programs to improve its analytics in areas like pricing and trade promotion, predictive analytics delivered by its Henry Market Structure products, and marketing mix modeling.

Datalogix will be able to use IRI’s Liquid Data technology, as well as applications including its Consumer & Shopper Insights Advantage and Market Advantage, to help expand its coverage of retail sales activity.

Datalogix will also get access to IRI’s “Product Dictionary” providing a variety of information for consumer packaged goods products, including department, category, manufacturer, brand and UPC data.

Robert Tomei, IRI president of consumer and shopper marketing, stated: “The consumer and shopper landscape is changing quickly with the impact of digital, social and mobile communication platforms, requiring a deeper and broader understanding of key segments of the population at various touch points in the new path to purchase.”  

Rob Holland, general manager for DLX CPG, praised the data partnership: “These new assets enable us to offer deeper, richer insights into households and shopper purchase patterns with which marketers can generate new levels of advertising effectiveness and shopper loyalty.”

As marketers demand greater accountability and more precise targeting capabilities, research and measurement firms are responding by incorporating more retail transaction data into their analytics offerings.

In October, for example, Nielsen Catalina Solutions announced a deal with Crossix Solutions, which specializes in healthcare marketing analytics, intended to help pharmaceutical marketers craft more targeted TV ad campaigns. The collaborative effort — called AdVantics Rx — combines Nielsen Catalina’s TV viewer data, including demographic and geographic criteria, with models based on Crossix’s anonymous prescription purchase data across dozens of pharma segments.

On the agency side, in September Starcom MediaVest Group struck a deal to integrate Nielsen Catalina data into its TV planning and buying system on behalf of advertising clients, including Kellogg and Kraft. And Simulmedia struck a deal to license Nielsen Catalina Solutions’ (NCS) data to help consumer packaged goods marketers target their TV advertising buys based on actual consumer product purchasing data.