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?
Fairfax Media announced an exclusive partnership with entertainment and live events data analytics group, TEG Analytics (TEGA), to better leverage consumer and audience data in order to boost targeting capabilities for advertisers.
The partnership with Fairfax Media is the first time TEGA data has been available to advertisers in the Australian market and combines Fairfax Data and Audience's audience data with TEGA’s consumer data. TEGA is the parent company of Ticketek, which boasts of more than 12 million members.
According to Fairfax Media's commercial and marketing services director, Tom Armstrong, the partnership is set to allow advertisers to connect with Fairfax's large digital audience of 11.6 million Australians each month through greater levels of personalisation and targeted messaging based on consumer interests and purchase intent.
“The partnership with TEG Analytics secures valuable data that enhances Fairfax Media’s targeting capabilities through a deeper understanding of our audience’s purchasing habits and provides access to data that gives us unprecedented insights into consumer behaviour,” he said. “This partnership demonstrates our ongoing commitment to broadening our data offering to deliver even more effective marketing campaigns for advertisers.”
The partnership is also set to see advertisers access to benefits such as more psychographic data, boosted cross-device capabilities and tailored segments created from nimble data collected through custom surveys.
“As one of the largest media networks in the country, with a company-wide approach to the strategic importance of audience data, Fairfax Media is an ideal partner for driving value across programmatic, audience insights and data-driven content production," TEGA's general manager, Andrew Reid, added.
Ticketek has been investing heavily in building its audience analytics capabilities, rolling out a data management platform last October as a way of improving customer segmentation and insight.