Why a CPG product?
US Consumers spend 26% of media time online – yet
CPG media spend has not caught up
Share of Daily Media Time
Sources: Knowledge Networks, Inc, May 2009; AdAge DataCenter, 100 Leading National Advertisers Measured Media
2 All information proprietary and confidential
What it needs to do…
CPG companies demand measurability, linking online
exposure to offline grocery purchases…
…they also demand efficiency.
3 All information proprietary and confidential
Why partner with IRI?
[Information Resources Inc.] is the leading provider of data and analytics
for CPG, retail and healthcare industries. 95% of the F500 Global CPG companies
subscribe to IRI data or services.
They just changed their name to
4 All information proprietary and confidential
What kind of data do they have?
IRI collects data in 2 major ways: Point of Sale (POS) and Customer Panel. We are
using the Panel data for this product.
Point of sale data: Often called ‘scanner’ data since it is captured at the store register.
Anonymous purchase data covering food, drug, and mass merchandising outlets (K-
mart, Target, not Wal*Mart) and products sold in these channels. Example: daily
number of 18oz Corn flakes sold at Kroger in Cincinnati. Allows manufacturers to see
how many total sales they get and when/where they were sold.
Customer Panel Data: Data captured at customers’ home with handheld scanners.
IRI pays a representative sample of consumers to scan all purchases when they arrive
home and they also know demographic and geographic data about the panelists –
allows for a much more detailed analysis of the consumer. Covers food, drug, and
mass merchandising outlets, including Wal*Mart.
5 All information proprietary and confidential
What does the panel cover?
Size Outlets Geos Demo Info
86,000 Food stores USA Age
members Drug stores by state Income
Mass Merch by market Family
by zip Pets
6 All information proprietary and confidential
How CPGconnect Works…
[x+1] placed tags on the panel websites
To learn more about CPG
Connect, please contact
Mike Dillon at
firstname.lastname@example.org or call
[x+1] has matched cookies on 86,000 panelists
7 All information proprietary and confidential