It will combine IRI’s sales data – IRI Lift – and Kantar’s brand data – Brand Lift Insights and CrossMedia – to help clients measure and optimise marketing programmes for long-term brand health and short-term sales.

The tool includes consumer behaviour insights; audience segmentation through IRI’s purchase-based audiences; and campaign impact.

Jen Bukich, vice-president of global business development and strategic partnerships at Kantar, said: “Our new collaboration will strengthen our ability to help clients see what people buy and why, both short-term and long-term. By combining Kantar’s behavioural data with IRI’s purchase data, we can offer brands custom segmentation that will help them realise their advertising objectives.”