IRI Launches Web-Based Audience Builder

Chicago-based market research firm IRI has launched a new web-based platform designed to help consumer, retail and media companies develop and activate purchase-based audiences across grocery, drug, club and convenience channels.

With consumers’ food and beverage preferences constantly changing, retailers and manufacturers are increasingly using shopper insights to tailor their marketing content and product assortment to best meet shoppers’ needs.

IRI’s latest offering, IRI Audience Builder, is powered by de-identified data from 350 million national shopper loyalty cards accessed through the company’s technology platform, IRI Liquid Data. The platform offers a concierge-based audience development service, IRI Audience Desk, enabling clients to create purchase-based audiences in a matter of seconds, IRI said in a statement.

“IRI offers clients the richest loyalty card data in the industry, enabling extremely tailored and precise audiences that help marketers reach actual consumers with messages most relevant to them,” said Nishat Mehta, president of the IRI Media Center of Excellence. “We are proud to be a strategic partner for many of the nation’s leading retailers and leverage insights from hundreds of millions of loyalty cards to empower our clients with unprecedented personalization.”

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IRI Audience Builder offers access to the company’s deterministic audience solution, IRI Verified Audiences, which spans across numerous audience types, including category and brand buyers to switchers, heavy buyers and lost buyers. Within each audience type, users can tailor their search for specific findings such as product hierarchy, time period, key engagement metrics and geographies.

“With the launch of Audience Builder, our clients now have direct access to discover and create audiences against this industry-leading collection of behavioral data for more efficient engagement and, ultimately, more effective marketing,” Mehta said.

According to IRI research, the new audience builder service can deliver a return on advertising spend up to four times higher compared to traditional contextual or demographic targeting techniques, allowing them to leverage accurate audiences to drive return for their campaigns.

“IRI’s customer-first attitude, innovative solutions and leading technology platform make them the perfect fit to help national advertisers create customized audiences for their brand-building campaigns through a single, user-friendly platform to enhance collaboration and growth,” said Stuart Aitken, Kroger Group VP and CEO of 84.51 degrees.