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

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

When you use the web daily you really need to think about the safety online. You post all kids of information in the net, your personal i...

Birdie Wyatt

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

You're suggesting that Taylor Swift is a non-brand because we don't know who she votes for, and then you suggest developing brand stories...

Brian 't Hart

Why Gartner thinks brands are too uptight about strategy

Read more

Indeed this is the great article but i will love to recommend you to read the case study of Walamrt for get the more and more customers. ...

Eva Buttler

5 steps to customer intelligence success

Read more

here is the good news now you can find the all adobe products at walmart .. read this news here at https://creditcardsfair.com/

Yasir Abbas

Adobe: Tech architecture, talent stopping companies making the experience shift

Read more

Google is more like a utility. Does a road have a brand? No. Do we use it daily? Of course! And the idea of Taylor Swift as an unbrand be...

Davy Adams

Why Gartner thinks brands are too uptight about strategy

Read more

Latest Podcast

More podcasts

Sign in