MRI, Equals 3 announce partnership to simplify data and AI onboarding for marketers

Combination of MRI’s data and Lucy’s automated workflows reduces hours of work into minutes

NEW YORK, December 10, 2018 -- Equals 3, a marketing-technology solutions provider leveraging the power of AI, today announced a formal partnership with GfK MRI , the leading producer of media and consumer research in the United States.

With the partnership, MRI’s leading media and consumer research can be seamlessly onboarded and pre-trained into Lucy, Equals 3’s award-winning AI-powered marketing assistant. For mutual clients, the agreement allows them to leverage their MRI data along with their first-party data, and other data sources through one simple interface and natural language queries.

“Partnering with Equals 3 and Lucy allows our clients another avenue to take advantage of all the insights and research we have to offer,” said Josh Pisano, MRI’s SVP of Operations and Development. “Fusing our strengths with Lucy’s delivers a powerful solution for marketers that greatly improves their capabilities, giving them access to multiple assets through a single interface.”

MRI delivers analytical research to marketers who seek a deeper understanding of their target consumers and more efficient pathways for reaching and interacting with them. Combining the depth and quality of MRI’s data with Lucy takes complex reporting processes and simplifies them through automated workflows that cut down hours of work into minutes.

One mutual customer already benefitting from Equals 3’s Lucy and MRI data is Active International, a global financial and marketing solutions company. As an innovator in the space, they were exploring AI solutions that would best benefit their clients.

“MRI is one of the critical data sources we use for initial insight into consumer behavior. The problem was running these reports for each specific category related query was a time-consuming process,” shared Catherine Boera, Senior Vice President Director Communications Planning, Active International. ‘We adopted Lucy to automate the process, so our time can be focused on strategy planning and execution based on the data.”

Lucy helps Fortune 1000 marketers and advertising/media leverage vast sums of structured and unstructured marketing data across channels through the power of AI. The company recently announced the launch of Lucy Pro to help maximize an organization’s “dark data,” that is often lost or goes unused over time. Lucy Pro is a part of a three-tier offering designed to pinpoint marketers’ particular challenges.

“Just like Lucy, the more we understand and learn about our customer’s challenges, the more effective we become,” said Scott Litman, Managing Director, Equals 3. “Partnering with MRI and integrating that rich consumer data with Lucy serves as a great benefit to our mutual customers looking to better reach their target audiences more quickly.”

About Active International

With 34 years of experience, Active International ( is a global business solutions company that drives performance and improves business outcomes for leading brands.  A data-driven company, with media as a core competency, Active operates a full service media agency based in New York. In addition to media, Active brings to bear a broad portfolio of competencies such as Asset Disposition/Merchandise Sales, Real Estate, Retail Marketing, Travel and Hospitality, and Freight & Logistics.  Through the application of its core business model, Active creates financial benefits and engineers sustainable business solutions that deliver measureable results. The company has offices in 16 countries.

About MRI

MRI’s focus on excellence has made it the leading producer of media and consumer research in the United States. Its Survey of the American Consumer® is the gold standard in traditional planning and consumer insights. As part of the Survey, MRI, a division of GfK, conducts over 24,000 in-person, in-home interviews each year, capturing an unequaled range of information on US consumers’ media use, buying habits, lifestyles, and attitudes.

The Survey is accredited by the Media Rating Council (MRC), which conducts annual audits of MRI’s methodology, fieldwork, analytics, and data handling systems. On behalf of clients and the industry, the MRC assures that audience measurement services are valid, reliable, and effective.

About Equals 3

Founded in 2015, Equals 3 creates advertising and marketing solutions leveraging the power of AI. Equals 3 believes the best results occur through “Man-Machine Symbiosis” – the idea that an individual can benefit from the power of technology to be stronger than the individual, and stronger than the technology, alone. Its latest product, Lucy, is a cloud-based supercomputer designed to help Fortune 1000 brands and the agencies that serve them solve today’s biggest marketing problems across research and media. For more information on Lucy, visit

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