Integrating these two data sets on the IRI Liquid Data platform will help brands and retailers to optimise marketing resources to drive sales by better understanding the consumer journey from ad exposure to store visit and purchase.

The product offers brands access to: over 500m frequent shopper loyalty cards; more than 100m anonymised visits captured per day; 28m unified places of interest; and demographic data from 65m anonymised households.

Nishat Mehta, president of the IRI Media Center of Excellence, said: “This powerful solution provides a complete view of a consumer’s purchase journey at the de-identified household level and unlocks insights that allow us to speak to a consumer in a far more relevant way.

“During the past several years, IRI has invested over $1 billion in our technology, data assets and partnerships, to deliver a strengthened tool-set developed in partnership with innovators like PlaceIQ.”