CMO

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.

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