This solution utilizes a unique combination of rich point of sale data, geographic precision, and advanced data mining techniques to allow digital advertisers using MaxPoint’s neighborhood level solution find their most qualified audience and measure the effectiveness of their campaigns through SymphonyIRI’s independent post campaign return-on-investment analysis.

For the first time, this enables retailers and brands to measure the link between digital advertising and actual incremental product sales in retail locations.

SymphonyIRI Group is widely known as the innovative partner that helps clients transform insights into impact at every level of their organization - across sales, marketing, merchandising, category and brand management, as well as shopper marketing to achieve high performance and growth.

Joe Epperson, CEO of MaxPoint, said: “The agreement between SymphonyIRI and MaxPoint is a significant step forward; it is the first time marketers can generate in-store demand using digital advertising for specific retail locations, measure their campaign’s impact and give marketers the confidence to continually optimize and grow their digital ad spend.

“Furthermore, this solution leverages MaxPoint’s easy-to-use platform to provide store level targeting on a national scale.”

Srishti Gupta, executive vice president of emerging media solutions at SymphonyIRI Group, said: “As digital media captures an increasingly larger share of consumers’ time and attention, retail targeted digital advertising is set to play in what was traditionally the domain of local radio and free-standing inserts.

“SymphonyIRI and Maxpoint’s solution can help retailers and brands not only drive in-store sales but also measure and optimize such efforts. Understanding the return on these initiatives provides marketers the much needed tools to leverage the speed and precision of digital.”

Will the move benefit retailers?

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