Cross-platform audience insights survey Emma (Enhanced Media Metrics Australia) has further bolstered its geo-targeting capabilities launching geoemma, a tool that enables local area and consumer profiling to the most granular level.
Geoemma enables the provision of audience profiles at the local area level for proximity marketing, including side-by-side comparison of locations, location ranking by spending potential and market coverage analyses.
Now marketers can cross-reference local area population descriptions with media consumption, product ownership and usage, as well as lifestyle interests and attitudes.
Geoemma was developed in conjunction with RDA Research’s unique customer targeting segmentation tools, geoTribes and geoSmart, that have been fused with the emma database.
Ipsos MediaCT MD Simon Wake said: “While there are a number of geo-analysis tools currently available in the market, geoemma is unique in delivering the most granular geographical audience data, combined with attitudes, age, purchasing and media habits of consumers to present a more nuanced generational and socio-economic make-up of local areas.”
Other emma innovations that have been released to date include: the emma Engagement metric; new social media data incorporated into the database; data based on the ABS Household Expenditure Survey incorporated; more comprehensive usage and purchase information for key brands within product categories; fusion with Nielsen Online Ratings data; Australia’s largest database of regional and community newspaper readership; readership data on individual branded sections of newspapers; and a new contemporary segmentation of the Australian population with 10 new consumer segments identified.
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