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

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

That's an interesting use for biometrics, to actually assist in predictive analysis of campaign success.

Simon Smith

Facial recognition technology being used in a new out-of-home campaign

Read more

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in