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

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in