This is interesting. IRI is partnering with ComScore and others to develop an online targeting channel with offline sales data.
“The CPGConnects partnership, which also includes WPP brand-metrics tracker Dynamic Logic, online-audience tracker ComScore and digital-optimization firm X+1, aims to go beyond the online-offline data mash-ups to date by tracking campaign effectiveness and targeting segments across multiple ad networks and channels, including search, email, online coupons and brands’ own websites.”
The partnership will allow marketers to build audience segments based on offline purchase data.
The key differentiator that I can see is that CPG Connects works with all online media channels, unlike the ACNielsen/Yahoo! partnership that brings Consumer Direct.
It is still amazing to me that CPG marketers are still in the mid single digits of their media spend. It has been well documented that consumers media consumption online is at a much higher percentage. This is definitely a move in the right direction.