Amobee expands partnership with CPG analytics and intelligence provider
Amobee and IRI offer CPG retailers a way to leverage their purchase and loyalty data in the bid decisioning process.
End-to-end ad platform Amobee has announced an expansion of its partnership with IRI, the analytics and BI provider for the consumer packaged goods market. IRI, which also serves the OTC healthcare, financial services and media verticals, maintains a cloud-based repository of purchase, media, social, causal and loyalty data that can be leveraged to support personalized and relevant communications. The data will be used to enhance Amobee’s Propensity Scoring solution.
IRI scores tokenized (anonymized) households based on their likelihood to convert on specific products. Amobee will use this data as a cue to bid more aggressively on potential high-value customers. Tests with a manufacturer of alcoholic beverages saw a 30% lift in conversion rates and up to 15% reduced acquisition cost.
Why we care. This is another way the CPG space can play in the digital arena. Ecommerce-first merchants have been able to call on extensive data sets of online behavior and purchase information to support bid decisions. Traditional CPG retailers have found it harder to leverage purchase and loyalty data. Based on IRI’s CPG-related database of some 117 million U.S. households, this partnership shows a way to put that data to work.
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About the author
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.