nishat mehta

CANNES – IRI has almost 400 million reasons why television should no longer be planned and bought based on traditional age/gender metrics and related proxies. That’s the number of consumer loyalty cards the company can access to discern what virtually every U.S. household purchases offline. But until recently, data from those cards has taken a […]

SAN FRANCISCO — Often, the end goal for a TV advertisement is to drive a consumer to purchase a product in a store. But what if the point of purchase was the start, not the end, of the whole strategy? That’s a question IRI, a marketing data company, is posing to advertisers.  Founded to capitalise […]