TEG partner with Havas to offer greater insight into sports and entertainment audiences

The new collaboration is set to provide deeper insights for marketers into where target audiences are spending their sport and entertainment dollar

Australian data analytics company, TEG, has struck an exclusive partnership with Havas Sports & Entertainment in a bid to offer marketers deeper insights into their target audience's purchase behaviour.

The collaboration is aimed at providing marketers with greater insight into where their target audiences are spending their money on a wide range of entertainment including music, film, TV and the arts, allowing them to more accurately align their marketing dollars to tap into these consumer passions.

The new partnership will also see the launch of large-scale data science project 'Genome Live', TEG Analytics’, a customer attribute analyser that has mapped the entertainment preferences of over 12 million Australians.

According to TEG CEO, Geoff Jones, the new partnership would make Genome Live more valuable to marketers in the global push towards customer intelligence and engagement.

“Data is now at the epicentre of marketing and that’s why our Genome Live product is such an exciting development for marketers and brands across the spectrum," he claimed. "It provides a unique insight to what excites, engages and motivates consumer behaviour and choices."

Havas Sports and Entertainment general manager, Francis Coady, said the powerful insights of Genome Live would also help direct marketers’ focus on where they spend their marketing budgets across sponsorship, marketing communications and media.

"Through access to Genome Live, we will be able to give brands and rights holders exact information on where customers are focusing their spending across the entire sport and entertainment landscape and give them the capability to adapt their marketing strategy to best engage these individuals,” Coady said.

TEG Analytics is also working on targeted projects around customer behaviour in several other sectors, including retail, finance, auto and travel.

TEG officially launched its data analytics offering in 2016. Much like Qantas’ data offering, Red Planet, the group taps into the wealth of ‘affinity’ data generated by the live experience economy collected through its Ticketek business.

TEG Analytics sits within the TEG Group, a portfolio of ticketing and live entertainment businesses acquired by Affinity Equity Partners from the Nine Entertainment Company in August 2015. Core brands include TEG Live, Ticketek, Qudos Bank Arena, TEG Rewards and Eventopia.

 

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

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

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

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