TEG partner with Havas to offer greater insight into sports and entertainment audiences

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.

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