Research shows that claimed purchase is reported incorrectly as often as 40% of the time. Consumers don’t remember the details of habitual behaviors, and when marketers go to activate personalized messaging, challenges abound. Overcoming these challenges can be solved through data, connecting consumer groups to in-store behavior. IRI Verified Audience provides segments upon purchase behavior known with 100% certainty with the world’s largest passively collected database of uniquely verified HH purchase behavior. A case study of in-flight audience optimization showed 12.5% sales lift, driven primarily by increasing penetration.