IRI Debuts 'Complete Audiences' Targeting Tool

Retail data firm IRI has launched a solution called Complete Audiences, which uses the firm's targeting solutions to help advertisers select an audience composition that best fits their campaign objectives.

The new tool is powered by IRI's collection of frequent shopper purchase data, with the addition of modelled purchase-based audiences. Specifically it integrates IRI's Verified Audiences, enabling targeted marketing campaigns built on actual purchase behaviour; and its 'propensity-to-purchase' ProScores dataset, using purchase-based predictive shopper insights to target messages at a modelled audience.

Nishat Mehta (pictured), President of the IRI Media Center of Excellence, comments: 'Advertisers today face a trade-off between the quality of deterministic audiences and the scale of modeled audiences, resulting in sub-optimal consumer experiences. IRI Complete Audiences leverages IRI's unparalleled 350 million loyalty card dataset and proprietary algorithms to provide our clients with more precise audiences at scale'.

Web site: www.iriworldwide.com .