Environics Analytics has deepened its strategic collaboration with NielsenIQ (NIQ), bringing together two leaders in consumer and retail intelligence to deliver advanced, hyperlocal insights for Canadian CPG brands and retailers. Through this newly expanded agreement, the EA marketing analytics platform will now feature three powerful, integrated tools: NIQ Precision Areas, Geo Audience, and Geo Lift, unlocking smarter planning, precise targeting, and data-driven proof of campaign impact down to the neighbourhood and FSA (Forward Sortation Area) level.
Precision Areas provides a granular, hyperlocal snapshot of retail dynamics tied to consumer demand across 360 markets in Canada, drawing from weekly data accumulated over two years. The tool lets marketers drill down from the level of entire stores to departments, product categories, and brands, helping them discover untapped sales potential and adjust distribution, pricing, promotion, and shelf presence in response to the needs of local communities. Integrated with EA’s rich data ecosystem, Precision Areas empowers companies to align go-to-market strategies with the nuances of regional demand and rigorously measure the outcomes of these efforts.
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Geo Audience, meanwhile, enhances media targeting by enabling advertisers to prioritize FSAs based on estimated sales across chosen categories, brands, or sub-brands allowing for campaign delivery that is more relevant and responsive to actual consumer demand. Geo Lift completes the feedback loop, measuring sales impact at the FSA level after campaigns have run so teams can optimize future efforts with confidence, tying investment directly to performance.
Jan Kestle, President of Environics Analytics, described the collaboration as a way to give marketers “a single playbook to find growth, target precisely, and prove what worked,” reflecting the industry-wide drive to connect audience planning to concrete, local results. With this comprehensive solution, EA and NIQ offer CPG and retail marketers the means to identify growth opportunities, activate campaigns at the most relevant level, and demonstrate the direct impact of their investments through data-driven measurement.
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Geo Audience and Geo Lift are already available through EA services, while Precision Areas will launch on EA’s platforms later in the fall. This expansion reflects EA’s ongoing commitment to combining best-in-class data with advanced analytics and software to help thousands of Canadian enterprises extract meaningful strategic value from market intelligence and consumer insights.
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