It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Nine Entertainment’s Mi9 business has launched a data services division to give Australian clients access to its customer data, as well as new analytics, profiling and data-driven measurement services.
The new Tipstone division is being overseen by Mi9’s former managing director, Richard McLaren, and claims it will work with customer marketing teams within client organisations to better utilise Nine’s digital assets data for their own customer targeting and measurement.
Key services include combining a client’s data and customer insights with Tipstone customer data; using Tipstone data to customise services such as websites for a brand’s customers online; and using the company’s new reporting tools to measure digital properties and marketing activities.
“CMOs across Australia have said they want support from us in data that goes beyond advertising and assets with their digital and other properties,” McLaren said in a statement. “They want us to work in alignment with their in-house analysts and industry partners, and they want better measurement solutions. Tipstone has been created to meet this need.
“What makes Tipstone different is our coverage of the Australian online population and that we can take a marketer’s investment in customer insights and then use our own data to help them reach and have meaningful conversations with their customers.”
As part of its launch, Tipstone has partnered with Roy Morgan and will match its registered accounts with the market research firm’s audience insights derived from its Helix Personas behavioural and psychographic tool. The pair claimed this partnership would give brand owners the ability to reach their exact target audience at scale.
Mi9 also maintains a relationship with Experian Mosaic.
“Marketing teams don’t need to solve some kind of big data riddle to take action; we think they know whom they want to talk to and what they want to say,” McLaren continued. “Our role is making it happen, and we can do that from today.”
Tipstone will also power Mi9’s data targeting products, which will continue to be available through Mi9’s media channels. It also plans to extend its data products and services to marketing and customer service channels.
The company says it is currently in trials with several brands, and will be officially available from 1 July.