JCDecaux signs up to Data Republic's data exchange marketplace

Out-of-home media owner will gain access to geospatial, behavioural and transactional insights

JCDecaux's recent campaign for Prostate Cancer Foundation of Australia used tap and go technology to give people the scent of the Great Aussie Barbie
JCDecaux's recent campaign for Prostate Cancer Foundation of Australia used tap and go technology to give people the scent of the Great Aussie Barbie


Out-of-home player, JCDecaux, has signed up with Data Republic, becoming the first media owner to join the data exchange provider’s Open Data Marketplace.

Established in 2014, Data Republic’s technology offers a marketplace for organisations wanting to enrich their own customer insights by sharing data. The company’s data pool has been bolstered by proprietary information sourced from some of Australia’s largest companies including Westpac and Qantas Loyalty, along with open government data sets.

The new partnership allows JCDecaux to access geospatial, behavioural and transaction-level insights as well as list, trade and collaborate on data exchange projects, opening up new avenues to augment its offering.

“Building on the positive launch of our geospatial planning tool, Orbit, we are looking forward to aiding even greater understanding around the impact of our inventory via the fusion of rich behavioural and transactional data,”said JCDecaux’s CEO, Steve O’Connor.

Marketing director, Essie Wake, added access will allow JCDecaux to start closing the data loop on media attribution and tie in-store sales to campaigns running on the out-of-home player’s assets.

Data Republic founder, Paul McCarney, said the startup’s technology is aimed at opening up insights and connections between media owners and brands to drive better accountability and data-driven campaign planning.

“We’re looking forward to working closely with JCDecaux to facilitate secure access to data, driving more effective and personalised media strategies,” he said.

Data Republic gained a significant boost to its expansion efforts when it secured $10.5 million in investment funding from three key Australian companies: NAB Ventures, Qantas Loyalty and Westpac’s ReInventure Fund.

The partnership also comes as JCDecaux experiments with a range of technology capabilities within its out-of-home panels. Last month, for example, the company launched the new ‘Scentsational’ campaign for the Prostate Cancer Foundation of Australia, which combines tap and go technology with scent and sound to give consumers a sensory reminder of the Big Aussie Barbie aimed at raising money for research, awareness and support (pictured).

JCDecaux also recently helped rolled out what it claimed was the first digital colouring book outdoor campaign for Deep Spring, using custom-built panels with built-in digital touchscreens that allowed consumers to colour in Zentangle patterns featuring inspirational quotes.

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

Designing for a cashless society

More movement has been made toward a cashless society recently, and already we are starting to see enormous implications across our society.

Katja Forbes

Founder and chief, sfyte

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

This is pure vomit material. Self congratulatory blurbs. No evidence of any innovation or actual value created. Most marketers have compl...

Bobbo

Announcing the CMO50 for 2018

Read more

Unfortunately, the title "AdTech Magic Quadrant" is misleading as it only represent a fraction of the ecosystem. It it is a useful docume...

Ludovic Leforestier

Report: Gartner recognises the best adtech players in Magic Quadrant

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...

Ian Moyse

Salesforce: Personalisation is a long way off what consumers now expect

Read more

Latest Podcast

More podcasts

Sign in