Seven West Media has announced an analytics and data science partnership with TEG Analytics (TEGA), part of the TEG group, to support Seven’s new Customer Data Platform, 7REDiQ.
The partnership creates the largest entertainment and lifestyle data set in Australia, enabling Seven to deliver new and enhanced audience insights, predictive modelling and machine learning capabilities to improve the outcomes for brands across Seven’s digital and connected TV platforms.
7REDiQ and TEGA will enhance the understanding of over 4.6 million Seven consumers, 3.8 million being verified 7plus users with data from Ticketek. 7REDiQ will capture a user’s content consumption delivering better addressability for brands when activating campaigns across Sevens digital assets, including 7plus and 7News.com.au.
TEGA’s dataset is powered by over 16 million active ticket buyers from across Australia, and will be matched against Seven’s first party audience data.
7REDiQ aims to unlock people-based information and profile audiences against their life stage, household composition, post code, ethnicity, affluency and disposable income. Following a recent partnership announcement between TEGA and flybuys, Seven will also be able to profile a consumer’s affinity across food, beverage and CPG categories.
Seven West Media’s chief marketing officer Charlotte Valente said: “Our partnership with TEGA is a perfect example of how we are transforming into an audience-centric organization committed to cultivating audiences. 7REDiQ will continually elevate our understanding of our audiences, driving insight and influencing strategy. This partnership enables us to deliver greater audience intelligence to our partners when it comes to tentpole sponsorship, partnership and campaign opportunities”.
Digital sales director Nicole Bence said: “For the first time, we will be able to offer brands a comprehensive profile of our audiences, with the ability to find and observe their customer within our eco-system. More importantly, it will be accessible via 7REDiQ, an easy to use platform that moves us closer to a truly audience-led business offering brands the ability to ‘Plan, Buy and Measure’ our high value audiences. An end-to-end solution from insights to activation.”
Andrew Reid, general manager at TEGA, said: “Our partnership with Seven, which combines data with data services and analytics, complements the increased sophistication of audience buying, brand measurement and attribution. By supporting the 7REDiQ platform, Seven has an in-house capability to flex with client needs.”
Seven has already begun the process of integrating TEGA’s comprehensive dataset, with it being made available to partners when 7REDiQ launches in the coming weeks.