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Ipsos and Eyeota Create New Australian Segments
In Australia, Ipsos has teamed up with audience data firm Eyeota to create a new range of targetable audience segments, based on the former's emma media survey and its geoTribes person-level geodemographic classification system.
emma (Enhanced Media Metrics Australia) is a cross-platform audience insights measure developed for Australian consortium The Readership Works (TRW), independently audited and used as an ad currency; while geoTribes combines demographic information such as age with location data to determine individuals' lifecycle stage and socioeconomic status. In the new system, data from these is matched to users from the Eyeota Audience Data Marketplace with the help of the latter's own demographic and other data.
The segments, released in time for the peak demand retail season in the lead up to Christmas, are based on variables such as shopping at the main grocery and mass retail brands, as well as purchase intention for specific retail categories and product segments. The latter includes 'everything from camping products to fashion, furniture, homewares, toys, sporting equipment and jewellery'.
Executive Director Brian Hogan - appointed this week - says the package 'gives digital media buyers the range and depth of targeting that was previously only available on traditional media platforms'. The segments can be purchased via the Data Marketplace operated by Eyeota, which already has partnerships with GfK and Kantar Media.
Web sites: www.emma.com.au and www.eyeota.com .
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