NEWS1 November 2018

IRI releases Complete Audiences

FMCG News North America Retail

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.