Australia's Audience Precision Launches Strategy Suite

Sydney-based media consultancy and tech business Audience Precision has announced an end-to-end platform called Precise360, tapping consumer behavioural data to create a 'full media strategy guidance system' which it says enhances the entire marketing process.

The Australian owned firm was founded by media industry veteran and entrepreneur Haydon Bray, former Chairman of Carat; and aims to help clients 'eliminate guesswork' in marketing strategy and execution, significantly reducing wastage. The company combines data scientists, researchers, strategists and software developers, and says it has spent the past seven years building a suite of proprietary tools and refining its technology platform in order to 'build a new model for the agency of the future'.

The platform incorporates the attentionPLAN Media Planner, an AI-based media planning tool based on human attention data across media, created by Professor Karen Nelson-Field's Amplified Intelligence Technologies. Among other outcomes the platform promises greater audience connection and engagement, attention scores for video, faster campaign builds (delivered in days not weeks), integrated metric calculators and a globally unified process. It can also be used for single source consumer behaviour research, bespoke client research and proprietary psychographic audience segmentation.

'Technology enhancements in media have focused purely on optimisation of media buying as client budgets are being spent' comments Bray. 'At Audience Precision we apply a focus on consumer behavioural research which delivers psychographic audiences. Then we deep dive into 40,000 datapoints on the behaviour, preferences, beliefs and marketing touchpoints of those audiences, delivering actionable marketing insights. We use those insights to plan and buy media across any digital or offline media channel delivering higher connection and attention scores, regardless of budget. Our platform is not only intelligent, but also ridiculously fast, giving our clever people more time to think and craft match-winning campaigns and our less experienced team members a genuine fast-track to their skills development'.

He continues: 'Precise360 allows us to eliminate the guesswork by weaponising insight, bringing qualified customers to the top of the sales funnel. We can instantly compare the effect of a TV program versus a radio session, a Facebook post or an OOH panel and everything in between'.

Web site: www.audienceprecision.com .