New demands from research leads to TEG Rewards rebranding

TEG Insights is integrated with TEG Analytics and TEG Digital to create a new data sciences and research firm

One of Australia’s leading data analytical and data science businesses, TEG Rewards, has rebranded as TEG Insights, a move it says was driven by enormous change in the research industry.

According to the company, the change reflects the rapidly evolving research market, new technologies, new data sets and a closer working relationship with TEG Analytics and TEG Digital.

“The rebrand to TEG Insights is the final piece in TEG’s strategy to activate the insights drawn from Australia’s largest consumer research panel of one million people and to integrate with our powerful data analytics and digital marketing capabilities,” TEG CEO, Geoff Jones, said.

TEG Rewards was established in 2007. In the past decade, 2.4 million people have taken part in consumer panels that form the basis of its research and insights. In return for their participation, the members have shared rewards worth over $10 million.

In 2016, TEG Group, the parent company of Ticketek Australia, launched TEG Analytics, a data analytics and services division aimed at not only helping brands derive better customer insight from first-party data, but also tap into the wealth of ‘affinity’ data generated by the live experience economy.

TEG Analytics and TEG Insights general manager, Andrew Reid, said it got to the point where the three businesses could be technically integrated.

“We’ve been taking what we do in research and integrating that in with the analysis business, and on down the value chain into our digital or activation business. It’s been 12 months in the making, and planning and building the technological pieces needed to have that single customer ID running across the three systems,” Reid told CMO.

The big messages Reid wanted to get out there is that the group is setting a new direction for research.

“Research now is how you take that traditional research model but apply it for activation,” he continued. “We are here to show that model is not only viable, but critical to the viability of market research. Because ultimately, when dealing with research budgets, you’re talking about how useful that is to marketers or media. You do your traditional research, then work out what those samples look like, and then you build scale from that sample, and activate against those populations.

“So it is insights activation that is the future of research. The ability to do primary research is still critical, but we must go beyond that in terms of finding population data sets and activating effectively so we are developing measures around ROI and attribution, which feeds back into research again. That is the clear cycle we have in mind.”

Reid also said after the Cambridge Analytics data scandal, TEG’s conversations changed overnight. Specifically, trust and viability and verification are vital.

“One of things we’ve noticed in last six months is almost overnight we saw attitudes change and we ended up having more legal discussions,” he said. “It was a good turn of events for businesses that provide quality data in-market. It changed the sentiment towards data sets that were not transparent, and that led to more concrete conversations around privacy considerations and governance.”  

The TEG Group includes Ticketek, TEG Live, TEG Dainty, TEG Analytics, TEG Rewards, Softix, Qudos Bank Arena, Eventopia, Life Like Touring, The Entertainment Store, The Brickman Experience and TEG Asia.

TEG Analytics claims to be one of Australia’s leading data analytical and data science businesses with one of the largest customer databases in Australia and more than 14 million customer records. TEG Digital is an e-commerce business powered by advanced data driven solutions, drawing on the insights and analytics from millions of records and more than 230 re-targeting campaigns.

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
cmo-xs-promo

Latest Videos

More Videos

Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...

Mathieu Lecompte

ACCC takes Meta to court over scam cryptocurrency advertising

Read more

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in