Seven West Media makes big data play

The network is touting a complete data offering, from audience insights to partnership, and making a pitch to brands as a complete campaign destination

Seven West Media (SWM) is making a big data play, combining its first-party data offering with new audience insights, activation and measurement solution within 7REDiQ, along with second-party data partnerships. 

7REDiQ is the network’s new audience intelligence platform, comprising millions of SWMIDs, which enables brands to leverage this intelligence with 7RED, Seven’s cohesive strategic cross-media unit for brands. 

SWM CMO, Charlotte Valente, said the network is an audience-centric business and understanding its audience is key to its success.

It’s already driven big decisions, like acquiring The Voice, which builds on Australians’ affinity with live music and entertainment. The fused data inside 7REDiQ was key to establishing that audience understanding,” said Valente. 

SWM’s first-party data is anchored by the SWMID, its unique identifier for SWM audiences, now associated with a multitude of consumer data points, including viewing habits, location, brand affinities, purchase insights, sentiment and more. SWM has partnered with Australian data and analytics businesses that span a broad range data types, enhancing their combined impact for brands that partner with Seven. 

SWM's partnership with TEG Analytics (TEGA) provides access to its dataset comprising 16 million active Australian ticket buyers, which gives insight into consumers entertainment and lifestyle preferences. Building on top of TEGA’s leading dataset is its partnership with flybuys, which through the latter's 8.6 million members enables insights into a consumer’s affinity across food, beverage and CPG categories. 

Landmarks ID enables SWM to understand the real-world movement of consumers through a comprehensive point of interest network mapped against 350 of Australia’s top brands locations. SWM said it provides an expansive set of location-based insights about consumers. 

CarsGuide provides insight on auto-intenders, enabling a closer targeting of this sector. This is combined with LiveRamp’s Authenticated Traffic Solution (ATS) to enable cookieless data collection, a first for an Australian media organisation.

Seven said it all comes together through 7REDiQ, its new audience intelligence platform, along with SWMID, to help understand and find relevant audiences. 7REDiQ enables understanding of who is engaging with Seven’s content and overlays it with lifestyle trends, sentiment, location and purchase insights from data partners. 

Partners can take their learnings from 7REDiQ and directly apply it to a campaign strategy with 7RED. Its tag line is ‘Identify, Enrich, Fuse, Activate and Measure: all in one place, with Seven. 

“7REDiQ takes the data and offers brands the ability to target exactly the people they want to reach, along with comprehensive audience forecasts and measurements. It’s straightforward for brands to take the insights and knowledge 7REDiQ provides and turn that into an actionable campaign with 7RED,” said Valente. 

The network revealed the data enhancements as part of its 2021 Upfront presentation, showcasing its content offering along with new initiatives across the network. SWM is looking to broadcast over 5250 hours of content across all its channels and digital platforms, with 7RED its cross-media commercial unit.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

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

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in