Meta and IRI to Provide Closed-Loop Shopper Marketing Solution Combining Instagram, Facebook and IRI’s Ansa Measurement Solution

IRI and Meta Platforms, Inc. will now offer buyers a new solution that closes the loop between Meta’s social media campaigns and in-store CPG sales made at major US retailers. Marketers on Meta’s Instagram and Facebook platforms will now have access to brand and product-level sales results for their customer marketing campaigns, addressing a key issue in performance measurement. customer marketing investment.

Ansa, powered by IRI, is a SaaS platform designed specifically for customer marketing. Its proprietary analytics support SKU-level and retailer-specific campaigns covering hundreds of major US manufacturers and retailers. Ansa automatically targets, optimizes, and measures campaigns based on in-store sales. Shopper marketers running campaigns on Facebook and Instagram will receive Ansa’s automated campaign metrics at the end of their campaign.

Ansa also provides hyper-local targeting optimization and recommendations, based on the specific parameters of each campaign. Campaigns that use Ansa to measure vehicle run in specified test locations while keeping control locations dark, just like market testing matches. The difference between test and control placements is analyzed to determine the increase in campaign sales.

“Nearly two-thirds of CPG and retailer shopper marketers utilize Instagram and Facebook to drive category and brand sales,”

“Ansa will enable marketers to reach shoppers on Meta’s platforms in a data-enabled way that is more cost-effective, flexible and scalable than ever before. It will allow them to reach the right people at the right time in their shopper journey, and make it easier for them to buy online and in stores.”

Jennifer Pelino, Executive Vice President, Global Media Solutions for IRI.

Ansa, powered by IRI, is available on Meta’s Facebook and Instagram platforms with immediate effect.