IRI’s Mehta Helps Alphonso Follow TV Viewers To The Store

SAN FRANCISCO — Often, the end goal for a TV advertisement is to drive a consumer to purchase a product in a store. But what if the point of purchase was the start, not the end, of the whole strategy?

That’s a question IRI, a marketing data company, is posing to advertisers.  Founded to capitalise on the advent of point-of-sale (POS) terminal scanners, IRI grew to ingest purchase data from consumer-packaged-goods retailers across the US.

At this point, it takes data from almost every

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