IRI, Experian Team to Help CPGs Identify Most Valuable Purchasers

<p style="text-align: left;" dir="ltr">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&trade;, 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&rsquo;s clients will have direct access to IRI ProScores.</p>