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Affinio launches Integrated Audience Analysis solution in collaboration with Microsoft

by Eamon McCarthy Earls
Assistant Editor,

AffinioAffinio, based in Halifax, announced the launch of its Integrated Audience Analysis offering, in collaboration with Microsoft Global Consumer Goods and Retail Solutions teams. The Audience Analysis solution is offered through Microsoft AppSource, integrating with Dynamics 365. Affinio's release aims to support retailers making data-driven decisions to boost sales and offering greater customer personalization. The product also works to identify unforeseen audience clusters and offer insights from demographic or psychographic data.

Affinio's product joins an existing line-up of Microsoft cloud-based retail systems including Retail Execution, Retail Personalization, Inventory Optimization, and Pricing and Promotion.

Affinio's launch of Integrated Audience Analysis, was prompted by perceived market interest in the intersection of AI, big data, machine learning, and content marketing. Retail organizations increasingly rely on consumer data to better target audiences. However, according to Forrester, most organizations are only able to analyze 12% of data from consumers.

"Embedding Integrated Audience Analysis into the Microsoft ecosystem will allow global consumer goods companies and retailers to leverage first and third-party data to develop targeted marketing and advertising strategies by understanding of the interests, passions, and affinities of their audiences," said Tim Burke, founder and CEO of Affinio, in a statement. "Affinio's ability to ingest, cluster and visualize massive amounts of data provides our customers with a PII-protected [personally identifiable information-protected] solution that is the foundation for achieving personalization at scale," he added.

"In today's content-saturated world it's becoming increasingly difficult for brands to capture consumer attention. ...

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About Eamon McCarthy Earls

As the assistant editor at, Eamon helps to oversee editorial content on the site and supports site management and strategy. He can be reached at

Before joining, Eamon was editor for at TechTarget, where he covered networking technology, IoT, and cybersecurity. He is also the author of multiple books and previously contributed to publications such as the Boston Globe, Milford Daily News, and DefenceWeb.