Seven West Media inks audience data deal with TEG Analytics

Seven West Media is looking to glean and harness a raft of people-based audience insights after striking a new deal with TEG Analytics to support its new customer data platform, 7RediQ.

In a statement, the ASX-listed media organisation said it planned to use better audience insights from TEG’s Ticketek 16 million-strong ticket buyer database, as well as the latter’s predictive modelling and machine learning capabilities, to enhance its understanding of 4.6 million Australian consumers, including 3.8 million verified 7Plus users. The intention is to use these insights to deliver better campaign addressability across its digital assets, including 7Plus and 7news.com.au.

The 7RediQ CDP is designed to better capture people-insight data to better profile audiences, incorporating household composition, postcode, ethnicity, affluency and disposable income. It’s also about monitoring content consumption.

The companies said Seven West Media will also be able to take advantage of TEG Analytics’ recent data sharing partnership with flybuys, which includes 8.6 million loyalty program members. This will provide additional insight things like food, beverage and CPG category affinity.

Seven West Media chief marketing officer, Charlotte Valente, said the partnership was another firm step towards being an audience-centric organisation.

“7RediQ will continually elevate our understanding of our audiences, driving insight and influencing strategy,” she said. “This partnership enables us to deliver greater audience intelligence to our partners when it comes to tentpole sponsorship, partnership and campaign opportunities.”

Seven West Media digital sales director, Nicole Bence, said it’ll be the first time the media group is able to offer brands a comprehensive profile of audiences and an ability to find and observe customers engaging with its services. This will all be accessible via the CDP platform, which launches to market in coming weeks.

TEG Analytics general manager, Andrew Reid, said the in-house capability will allow the media group to flex based on client need.

“This partnership with Seven, which combines data with data services and analytics, complements the increased sophistication of audience buying, brand measurement and attribution,” he commented.

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