Analytics and insights outfit launches new platform for advertisers offering insights that can scale and activate across digital
TEG Insights has launched its own data and insights platform, known as Doppler, to offer its huge data set of more than 16 million Australians and its consumer panel of more than 1 million people to advertisers.
“Marketers and brand managers face major challenges in how they accurately identify the characteristics of their consumer market, how they best reach a scalable target audience, and what data they are able to trust to help with these decisions,” said TEG Insights and TEG Analytics general manager, Andrew Reid.
Combining its data set with its consumer panel, Doppler can identify audiences using spend, lifestyle, geographic and demographic characteristics to replicate research cohorts in the digital platform. It uses single-source, first-party data and can assure the accuracy and predictive capabilities of the original records, Reid said.
“These ‘hygiene’ factors ensure the segment is optimised towards the appropriate market,” he said.
TEG Insights said Doppler will allow advertisers to target audiences around intent, motivation, attitude and awareness along with demographic attributes like age, gender, location and behaviour. By combining TEG’s data set of 16 million Australians, it claims it will enable insights and audience targeting to be scaled and target across digital content, social platforms and connected TV.
With the launch of Doppler, TEG Insights bullishly said it has a rich, clean data set that puts it among the top five data sources, which includes the banks and the ATO, and well beyond what can be gathered from browsers, competitions and other non-original sources.
TEG Insights is part of the TEG group, which includes ticking business Ticketek, live entertainment businesses TEG Live and venue Qudos Bank Arena along with its data businesses TEG Analytics and TEG Digital.
The TEG Analytics business was created back in 2016 with Reid at the helm to build out its data analytics and services division to help brands derive better customer insight from first-party data and tap into the wealth of ‘affinity’ data generated by the live experience economy.
The final piece of the puzzle came two years later when TEG Rewards rebranded as TEG Insights and linked to TEG Analytics and TEG Digital. It realised TEG’s strategy to create the three planks to its data and digital business to activate the insights drawn from its consumer research panel and integrate with its data analytics and digital marketing capabilities.
In recent executive appointments in the group, TEG Digital and Ticketek brought on a new lead of marketing operations, Chris Johnston, in July, to support its expansion plans. The market research industry is worth $1 billion in Australian and TEG Insights is looking to challenge the industry with the Doppler platform.
“Poor sample quality, dubious recruitment methods and slow-paces integration with data analytics means outcomes and results are being challenged,” said Reid.
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