The Seven Network today announced a key new strategic data partnership with weather information provider Weatherzone to add more insights to its 7REDiQ audience intelligence business.
The partnership, which also includes location technology provider LandmarksID, means marketers will now gain insights into the behaviour of the more than 6 million people who have registered with Seven’s 7plus platform.
Weatherzone joins Seven’s growing list of second-party data partners. Others include TEG, Carsguide, Mastercard and – as announced on 19 April – Unpacked by Flybuys, the data division of Australia’s most popular loyalty program.
Seven West Media network digital sales director, Nicole Bence (pictured), said: “Partnering with trusted consumer brands like Weatherzone is integral to the ethos of 7REDiQ and further enhances our ability to enrich the information we have about the millions of people who are logged into 7plus.
“As our 7plus audience check the weather on their Weatherzone app, we will capture their location data and build it into 7REDiQ. Early data suggests 7plus and Weatherzone share more than 650,000 consumers, providing more than enough scale to build out a nationally representative panel of people and their location habits.
“Understanding these habits provides powerful insights for marketers to build out activation segments, inform smarter creative ideas, and contribute to post-campaign attribution studies,” she said.
“Thanks to 7REDiQ, marketers can visualise our audiences and their potential customers by their favourite 7plus shows or genres, their Flybuys spending habits, Ticketek events, their Mastercard spending and now, thanks to Weatherzone, knowing where they have been.
“For marketers, it’s an increasingly powerful and effective eco-system. With COVID-19 restrictions easing, people are heading out more and therefore checking the weather more, making the timing of this new partnership perfect,” Bence said.
Earlier this year, Mediaweek spoke with Seven’s chief revenue officer Kurt Burnette, and the director of 7RED Katie Finney about REDiQ. Burnette said that “It brings all our data points together, we can see the activity that’s happening across Seven and digital, and across our entire assets, and then work out – depending on who they’re targeting – who those people are, what time of day, and what sort of creative that would best suit them.”