Meta, IRI 'Closed-Loop' Tool Helps Retailers Measure Impact Of Shopper Marketing

Retailers using Meta’s Instagram and Facebook platforms will now have access to a tool from IRI that provides brand and product sales results.

The solution, Ansa, is an IRI-powered SaaS platform designed to measure shopper marketing.

Its analytics support SKU-level and retailer-specific campaigns spanning hundreds of manufacturers and leading U.S. retailers, the company says.

The arrangement closes the loop between campaigns running on Meta’s social media platforms and in-store CPG sales, the companies claim. Retailers running on Facebook and Instagram will receive Ansa’s automated campaign measurement at the completion of these campaigns.  

One client is PepsiCo.  “The measurement partnership between Meta and IRI enables PepsiCo to understand how its retailer-specific Meta campaigns drive omni-channel sales,” says Stephanie Pegler, ecommerce marketing director at PepsiCo. “This is critically important for informing how to most effectively plan and optimize Meta buys as part of our media mix.”

“Nearly two-thirds of CPG and retailer shopper marketers utilize Instagram and Facebook to drive category and brand sales,'' says Jennifer Pelino, executive vice president, global media solutions for IRI. “Ansa will enable marketers to reach shoppers on Meta’s platforms in a data-enabled way that is more cost-effective, flexible and scalable.”

IRI recently merged with The NPD Group.


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