A Brand for social justice
In 2020, brands did something they’d never done before: They spoke up about race.
The ticketing live entertainment and data analytics company conducted one of Australia’s largest data science projects to discover what drives its customers
Australian ticketing and data analytics company, TEG, has conducted what it claims is one of the country’s largest data science exercises to gain key insights into the ‘entertainment gene’ that drives customers’ decisions and preferences.
Conducted by TEG Analytics, the large-scale project mapped the entertainment preferences of more than 12 million Australians, in order to discover spending on entertainment, the most popular genres, frequency of visits to sports and entertainment venues and related travel and tourism activities.
TEG Analytics fully segmented the 12 million participants into culture segments, using demographics, preferences and aspirations.
TEG’s CEO, Geoff Jones, said the TEG Analytics project was a major breakthrough for Australia’s $40 billion entertainment, advertising and media industries.
“The massive scope of this analytical project and the quality of the data has opened up a new way of viewing the leisure lifestyle choices of Australians,” he claimed. “When TEG established TEG Analytics last year, these kind of game-changing data projects were missing from the market.
“Now the insights that TEG Analytics have discovered will provide our partners with a rare look at what we are calling the ‘entertainment gene’ driving decisions and preferences.”
TEG Analytics’ general manager, Andrew Reid, said the project helped determine an individual’s choice of entertainment and frequency of purchase, which are key indicators about what excites and engages TEG customers.
“Knowing the entertainment ‘hot buttons’ for many millions of Australians has a significant impact on purchase and engagement,” he added. “The ‘entertainment gene’ is slow to change over time, so the data analysis is relevant for the long-term, and is not based solely on the person’s most recent transaction.
“These 'genomes' assist in customer intelligence and engagement. From product selection and offers through to creative and media. It’s the basis of an experiential economy.”
Based on this analysis, TEG Analytics is now testing the impact of these genomes on customer behaviour in several other sectors, including retail, finance, auto and travel.
Interestingly, TEG Analytics broke the myth that its customers who were hard core sports fans spend little to no time attending arts events. In fact, of those sports fans who over index on engagement, their attendance to mainstream events like music concerts, family entertainment and theatre is also relatively high, the report found.
“The lines between the actual game and a broader entertainment experience are blurring,” Reid added. “The ‘new’ sports fan wants more social engagement outside their regular fan space.”
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
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
In 2020, brands did something they’d never done before: They spoke up about race.
‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.
In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.
Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...
Ryota Miyagi
Why the art of human-centred design has become a vital CX tool
Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...
Cecille Pabon
Report: Covid effect sees digital events on the rise long-term
Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family
Sanwataram
Predictions: 14 digital marketing predictions for 2021
Nice!https://www.live-radio-onli...
OmiljeniRadio RadioStanice Uzi
Google+ and Blogger cozy up with new comment system
Awesome and well written article. The examples and elements are good and valuable for all brand identity designs. Speaking of awesome, ch...
Ryota Miyagi
Why customer trust is more vital to brand survival than it's ever been