GfK MRI and Acxiom in Audience Data Deal

Consumer and media research specialist GfK MRI and enterprise data and analytics company Acxiom have teamed up to develop a solution for the planning and execution of omnichannel marketing.

The new solution, to be known as 'MRI Predictive Audiences Powered by Acxiom', links Acxiom's predictive and descriptive data via identity resolution, advanced modeling and analytics, to extend the reach of MRI's consumer data. As part of the deal, Acxiom and MRI will build custom and syndicated segments, to provide access to audiences available through Acxiom's Audience Cloud and the LiveRamp Data Store.

Josh Pisano (pictured), GfK MRI's SVP of Data Innovation, comments: 'By combining two trusted data resources, we can deliver relevant solutions to our clients that help them better navigate the evolving consumer landscape. The result is a higher quality, more accurate dataset that boosts the effectiveness of marketing targets - and raises advertiser confidence'.

Web sites: www.gfk.com and www.acxiom.com .