RichContext is collaborating with IRI®, a global leader in innovative solutions and services for consumer, CPG, retail and media companies, to maximize ad spend for clients. The partnership has created unmatched access to integrated data to accurately measure and attribute campaign performance through market sales lift measurement.
Hyphen, RichContext’s dynamic commerce platform, is designed to recreate traditional in-store marketing strategies for the digital shelf. When combined with IRI’s Matched Market measurement methodology, which allows marketers to understand the causes behind brand sales, Hyphen campaigns provide valuable insight into the effectiveness of advertising spend. By measuring across multiple digital channels, the IRI Matched Market solution accounts for differences in conditions between test and control markets to isolate the true effects of omnichannel campaigns.
“RichContext is proud to offer the industry’s most accurate and reliable media measurement solution, fueled by IRI’s industry-leading sales lift capabilities,” said RichContext Co-Founder and Head of Partnerships, Billy Courtney. “Our combined solution allows advertisers to finally understand the correlation between media performance, Hyphen online conversion behaviors and correlating offline sales lift. We are advancing the knowledge of how individuals shop online by understanding platforms, media types, creative versions and UI’s that drive conversion actions. All of that work is now supplemented by this partnership where we can provide the most comprehensive view of how these elements work together.”
”With an increasingly complex and non-linear path to purchase combined with the fragmentation of media tactics and shopper marketing campaigns, CPG marketers are challenged to quantify the effectiveness of their marketing initiatives in order to improve the way in which they communicate with consumers,” said Nishat Mehta, Chief Product Officer and President of IRI Media Center of Excellence. “We are excited to partner with RichContext and offer a market sales lift measurement solution that helps marketers understand how their marketing campaigns are truly working and resonating with consumers.”
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help organizations grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI is empowering the personalization revolution, helping to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers, and deliver market-leading growth.
RichContext, based in Northwest Arkansas, is a retail technology company focusing on digital commerce. RichContext works with some of the world’s most recognized brands and retailers, delivering end-to-end digital solutions. RichContext is comprised of a proprietary blend of engineering, UI/UX, data science and performance marketing built to shape the future of digital commerce.
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Original Source: RichContext Partners With IRI to Combine In-Store Sales Lift With Shoppable Media Technology for CPG Companies