Fairfax partners with TEGA to better leverage data and boost audience targeting

The partnership will see Fairfax Media use consumer and audience data to deliver more targeted advertising solutions

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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

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

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in