IRI integrates Oracle Data Cloud’s customer intelligence data into its solutions

IRI, a Chicago-based provider of solutions and services for consumer, retail, media and over-the-counter health care companies, said it will integrate enriched social data from Oracle Data as a Service for Customer Intelligence into IRI’s market research and shopper targeting solutions.

IRI Social Advantage integrates social listening and retail performance data from both point-of-sale and consumer panels to provide consumer sentiment monitoring and brand equity tracking, illuminate unmet consumer needs, provide early reactions to new product launches and media campaigns, and monitor consumer perceptions of competitors, IRI noted. With Oracle’s “voice of consumer” information collected from more than 40 million sites, IRI Social Advantage enables marketers to make faster, better and more strategic decisions. The collaboration brings consumer insights to the forefront of traditional consumer packaged goods (CPG), retail and manufacturer analytics by aligning what consumers are saying and perceiving about brands with how those perceptions translate into retail sales.

Oracle Data as a Service for Customer Intelligence is a data cloud service that provides business intelligence based on structured and unstructured data, as well as enterprise and social data, so organizations can identify their best customers across any channel, IRI said. The solution allows partners to capture the complete picture of their direct and indirect customers, discover trends, learn customer interests and unite intelligence with analysis.

“IRI has long been a leader and pioneer in helping CPG manufacturers and retailers make smarter decisions that drive real growth for their businesses and brands,” said Andrew Appel, president and CEO, IRI. “This integration with Oracle Data Cloud allows IRI to provide the most complete picture of not only consumer preferences and perspectives and how they are changing, but also how these changes affect and impact retail.”