Harnessing the insights of one of the largest customer databases in Australia
In any given period online, consumers are confronted with thousands of advertisements, from website banners and paid search, to short-form video ads. To effectively cut through the noise and achieve strong returns on their advertising/media investments, brands need to focus their energy on targeting consumers with relevant and engaging messaging. The more brands know about their markets, the more effective they are at targeting them with the right message at the right time.
As the leading ticketing and live entertainment business in Asia Pacific, TEG connects millions of Australians with sports, music, arts, culture and family entertainment. It’s Ticketek business covers more than 85% of the Australian ticketing market and attracts more than 15 million active customers. This gives TEG one of the largest customer databases in Australia and a valuable first-party data asset.
“Due to the nature of our ticketing business, we interact with a huge percentage of the Australian population, from every walk of life,” says Daevid Richards, Head of Audience Automation at TEG Analytics. “We can learn a lot of valuable information about customers’ specific interests and preferences, giving us insights that very few companies can match.”
TEG Analytics is the analytics division of TEG and works with many leading brands, including publishing and media companies, to unlock the value of other first-party data assets through data matching, customer modelling and improved audience segmentation.
For example, TEG recently launched LIFE Segments™, a proprietary psychographic customer segmentation platform. Pioneered by TEG Analytics, LIFE Segments delivers new, powerful consumer insights by analysing millions of transactions across the live economy. This provides a matched dataset with new customer insights, optimised marketing strategies and the ability to undertake look-alike modelling for scalable targeting.
Adobe Audience Manager—part of Adobe Analytics Cloud in Adobe Experience Cloud—enables TEG Analytics to aggregate millions of data points and develop actionable consumer intelligence for clients.
“We collect up to 400,000 points of data daily, so we need a powerful data management platform to help us to manage and clean data at scale,” says Richards. “With Adobe Audience Manager, we’re creating advanced models and thousands of attributes that augment customer data and help our customers create a more holistic view of their audiences.”