Serving the consumer better through analytics

REA Group is investing in new technology platforms to improve its ad delivery capabilities, but that’s only the start of its data analytics ambitions

“With big data, it’s easy to get carried away and forget that it’s about people, and that these people exist in all mediums,” comments Jonas Jaanimagi, head of media strategy and operations at REA Group.

It’s something all digital-led businesses should remember as they embark on the quest for ultimate personalisation and efficiency through big data analytics.

That ability to see consumers through data, as well as improve operational efficiency and ad delivery for its advertisers, is becoming a reality for the team at online real estate advertising company, which owns media brands such as and Jaanimagi tells CMO REA Group’s big data analytics journey is broken into two parts.

The first is having the correct technical infrastructure to allow for scalable, real-time analytics in the most efficient and effective way possible. This prompted the decision this year to rollout SAS’s Intelligent Advertising platform, an ad serving solution providing precision forecasting, decision optimisation, inventory management and sales performance reporting around delivering digital advertising solutions for its customer base.

The immediate benefits include significant internal process improvements and better reporting capabilities for the company’s ad serving team dealing with the increasingly complex display advertising landscape.

“We have big teams of people doing a lot of admin, and that has to change in this modern era to doing more consultative work and analysis based on data,” Jaanimagi explains. Insights generated can then be fed back into the sales teams, making for more intelligent and intuitive media execution, he adds.

While big data is very much a cornerstone of digital ad delivery today, it also lends itself to improving REA Group’s position as a media business delivering all media messages, Jaanimagi says. “Increasingly we’re seeing two-way relationships with consumers and therefore more in-depth media execution as a result of that. This technology investment is setting us up for the future,” he says.

RELATED: Marketing predictions 2014: 5 analytics trends to watch
8 ways to get on top of data analytics
Telstra’s 4Ps of marketing analytics
Big data analytics: the new black magic of marketing?

But while technology is vital to success, Jaanimagi says the second part of REA’s analytics journey is having the right “philosophical approach” to what it’s trying to do. “If you’re not focused on something specific, it’s easy to run in all kinds of directions,” he says.

“Our business purpose is to make the entire property process efficient, easier and stress free for the consumer. That’s about driving the messaging around the consideration of property, through to what happens a year after you move in. You’ve got the have the infrastructure and overriding purpose of what your company’s trying to do and why, to drive the right outcome.”

While REA’s journey is only just beginning, Jaanimagi is enthusiastic about the long-term potential of data analytics. He highlighted channel attribution as one of the biggest challenges marketers face and one he sees being overcome through data analytics.

“If you can take the data we have as a media owner, enrich it with data from a buyer and a third party, that’s very exciting,” he continues. “You can refine it down to a target audience and also what those people have done previously, as well as what the value of each of those touch points might be, which will drive the decision to make right now and the message you are about to deliver.”

But he warns data alone won’t work without the willingness of consumers to share their information with brands. Brand integrity and a careful data usage policy are also essential.

“If we can enable our big brand customers to deliver additional value and have a relationship with the consumer that’s a positive one, then that’s a win. If we get it right for consumers, we’ll get it right for our customers,” Jaanimagi adds.

This article originally appeared in CMO's first magazine edition in March 2014. To subscribe to your free copy of our exciting new print title, visit:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook:

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Un-complicating multi-channel marketing: 5 actionable steps

There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.

Aaron Agius

Co-founder and managing director, Louder Online

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

It’s excellent aiming to resurrect the complete within the hearts and minds of connected customers, moreover because the terribly relevan...

CMO Interview: How Kodak’s global CMO is bringing the brand back from the brink

Read more

Great to see ActiveCampaign's growth funded with some serious money.As a platform, it's up there with the usual suspects in terms of feat...

Lawrence Ladomery

CMO's top 10 martech stories for the week - 13 October

Read more


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Latest Podcast

More podcasts

Sign in