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 Realestate.com.au and property.com.au. 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: cmo.com.au/subscribe.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in