GfK MRI, Acxiom Partner to Bring Unmatched Quality to Audience Activation

Joshua Pisano

Joshua Pisano

June 5, 2018 - NEW YORK--(BUSINESS WIRE)--With marketers increasing their focus on data reliability and targeting effectiveness, GfK MRI and Acxiom® have joined forces to develop MRI Predictive Audiences Powered by Acxiom™ – an end-to-end, privacy-conscious solution for omnichannel marketing planning and execution.

By linking to Acxiom’s rich descriptive data via leading identity resolution, advanced modeling and analytics, MRI is extending the reach of its top-quality consumer data to the full cycle of marketing activities. Now brands and agencies can use MRI’s data insights at scale for addressable targeting, consumer segmentation, and enriching 1st-party data.

As part of the new “MRI powered by Acxiom” partnership, Acxiom and MRI will build robust custom and syndicated segments, resulting in actionable audiences available through Acxiom’s Audience Cloud® and the LiveRamp® Data Store. Combining the strength of MRI’s unique consumer data with Acxiom’s unmatched application of predictive data and rapid omnichannel audience delivery platforms allows brands, publishers and agencies to drive more effective people-based engagements and experiences. 

“MRI and Acxiom are working together to eliminate waste throughout the digital marketing process,” said Josh Pisano [pictured], GfK MRI’s SVP of Data Innovation. “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.” More...