SymphonyIRI unveils Target Advantage, a next generation solution to optimize shopper segmentation and targeting

Target Advantage integrates best-in-class targeting capabilities with flexible, geo-spatial mapping plus household- and retailer-level information to provide improved consumer/shopper insights and marketing ROI

San Antonio, TX – March 23, 2010 – SymphonyIRI Group, Inc., formerly named Information Resources, Inc. (“IRI”), today announced the launch of Target Advantage™. Developed in partnership with industry leaders Acxiom® Corporation and SRC, and brought to market by SymphonyIRI, the Target Advantage solution represents the first phase in a new generation of shopper segmentation and targeting solutions designed to provide more actionable insights to drive improved marketing effectiveness down to the individual household and retailer level. SymphonyIRI, the world’s leading innovation partner that enables consumer packaged goods (CPG), retail and healthcare companies to create and maximize new market opportunities, made this announcement on the opening day of its “Summit 2010: Reinventing CPG and Retail Conference,” being held at the J.W. Marriott San Antonio Hill Country.

“CPG leaders are reconnecting with shoppers directly and can no longer rely on mass media and standardized products that are not customized to the needs of discrete shopper groups,” said SymphonyIRI Consumer & Shopper Insights President Robert (Bob) I. Tomei. “Marketers that can successfully re-establish that connection with shoppers down to the household level will win. Target Advantage is the first of a new generation of solutions to help manufacturers and retailers get there.”

Target Advantage is a collaborative, Web-based solution that enables CPG manufacturers and retailers to significantly enhance their ability to directly reach their most valued shoppers through advanced segmentation, modeling and targeting capabilities.

Marketers can now target more effectively through predictive attribute modeling versus geo-demographic targeting, identify stronger linkages through historical purchase and forward-looking information and quantify market opportunities based on actual demand versus fulfillment.

The solution integrates best-in-class behavioral, attitudinal, and psychographic data from multiple sources and applies powerful, predictive automated analytics to generate higher-quality insights in a matter of minutes. Further, the solution integrates a full array of marketing media data, including national and local print, radio, television viewership and online activity, along with shopping habits and purchase behavior to deliver a unified view of marketing activities and subsequent impact. Specifically, Target Advantage combines SymphonyIRI’s Consumer Network™ (panel)-based consumer and shopper insight and InfoScan® point-of-sale (POS) sales data with Acxiom’s InfoBase-X® database of more than 116 million households, and SRC’s Alteryx® software to deliver an accelerated and enhanced view of shopper and market insights by adding Geographic Business Intelligence® capabilities into the marketing mix.

“Acxiom InfoBase-X household-level information replaces traditional block group data, enabling CPG leaders to extract significantly better results from their modeling activities,” said Jim Harold, Acxiom vice president of retail and CPG. “Household-level data provides more accurate insights for CPG manufacturers and retailers eager to pursue shopper-centric micro-segmentation strategies.”

In combining these powerful data sources, analytical models and solutions, Target Advantage provides a granular methodology for empowering retailers and manufacturers to create rich profiles of shoppers on a household basis, including household-level scoring, predictive attribute modeling, POS-driven opportunity assessment, and multi-attribute, weighted retail trade areas. Further, the Target Advantage user interface enables broad integration of insights, providing ease-of-accessibility, issue-based work flows, template-based, presentation-ready analyses, and customized shopper insights to increase effectiveness and maximize value across groups within an organization.

“SRC’s Alteryx software platform contributes industry leading geospatial analytics to Target Advantage, enabling manufacturers and retailers to quickly define consumer and market opportunities with precision elusive to legacy systems,” added Dean Stoecker, chief executive officer, SRC.

SymphonyIRI developed a Charter Membership Program in support of Target Advantage with several Fortune 500 CPG clients already participating. This unique program allows clients not only to use the solution to support their shopper-centric marketing programs but also to drive the future development of the solution as it incorporates “direct-to-consumer/shopper? marketing executional capabilities into the platform.

About SymphonyIRI Group

SymphonyIRI Group, formerly named Information Resources, Inc. (“IRI”), is the world?s leading innovation partner that enables CPG, retail and healthcare companies to create and maximize new market opportunities. Combining seasoned experts and consultants, unparalleled empirical information assets, groundbreaking predictive analytics, and technology solutions and platforms, SymphonyIRI provides the deepest consumer, shopper and market insights to drive clients’ high performance and growth. SymphonyIRI helps companies create forward-looking, shopper-centric strategies across every level of the organization, including sales, marketing, merchandising, category/brand management and shopper marketing. Leading companies around the world turn to SymphonyIRI Group for insight, innovation and impact. For more information about SymphonyIRI Group visit

About Acxiom

A global leader in interactive marketing services and infrastructure management, Acxiom connects clients with their customers through deep customer insight, powering effective and profitable marketing initiatives and business decisions. Our consultative approach spans multiple industries and incorporates decades of experience in consumer data and analytics, information technology, data integration and consulting solutions for effective marketing across digital, Internet, email, mobile and direct mail channels. Our secure, high-performance technology services deliver consistent value and reliability. Founded in 1969, Acxiom is headquartered in Little Rock, Arkansas, and serves clients around the world from locations in the United States, Europe, Middle East and Asia-Pacific. For more information about Acxiom, please visit


Solving business problems for nearly a quarter-million users worldwide, Alteryx is driving the global data revolution in Geographic Business Intelligence. Through smart, extensible solutions from the desktop to the Web, the Alteryx software platform delivers the fastest, most comprehensive consumer, business and market insights to the Fortune 500, mid-market companies, government and academia. Alteryx hosted, on-premise and hybrid SaaS solutions integrate spatial intelligence into enterprise workflows, seamlessly scaled across local, regional and global markets. Inspiring ingenuity since 1997, Alteryx, Inc. has offices in Orange, Calif., and Boulder, Colo. For more information please visit

Acxiom and InfoBase-X are registered trademarks of Acxiom Corporation. Alteryx and Geographic Business Intelligence are registered trademarks of SRC, LLC. SymphonyIRI and Target Advantage are trademarks of SymphonyIRI Group, Inc. All other trademarks are the property of their respective owners.