IRI releases Complete Audiences

US – Data, insight and analytics business IRI has launched IRI Complete Audiences which combines its audience targeting tools based on frequent shopper purchase data.

Complete Audiences uses precise, deterministic audiences and adds modelled audiences for additional scale. It uses IRI’s Verified Audiences – which can tailor marketing campaigns toward households with proven purchase history – and ProScores – its purchase-based predictive shopper insights solution.

Nishat Mehta, president of the IRI Media Center of Excellence, said: “Advertisers today face a trade-off between the quality of deterministic audiences and the scale of modelled audiences, resulting in sub-optimal consumer experiences.

“IRI Complete Audiences leverages IRI’s 350m loyalty card data-set and proprietary algorithms to provide our clients with more precise audiences at scale, ensuring advertisers connect with their best prospects and consumers receive more relevant communications.”

Complete Audiences is available to IRI clients through Audience Desk and is integrated into its Liquid Data® technology platform with its self-service Audience Builder solution. 

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts