Seven West Media (SWM) has partnered with TEG Analytics to boost its new customer data platform 7REDiQ.
The tie-up creates an entertainment and lifestyle data set that will provide SWM with new audience insights, predictive modelling and machine learning capabilities across digital and connected TV platforms.
SWM says 7REDiQ and TEGA will enhance the understanding of more than 4.6 million SWM 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 SWM’s digital assets, including 7plus and 7NEWS.com.au.
“Our partnership with TEGA is a perfect example of how we are transforming into an audience-centric organization committed to cultivating audiences,” says SWM CMO Charlotte Valente.
“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”.
Nicole Bence, digital sales director at SWM, says it will allow the broadcaster to offer brands a comprehensive profile of its audiences, and find and observe them with its ecosystem, for the first time.
“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,” Bence says.
SWM has begun integrating TEGA’s dataset which will be available to partners when 7REDiQ launches in the coming weeks.
“Our partnership with Seven, which combines data with data services and analytics, complements the increased sophistication of audience buying, brand measurement and attribution,” says Andrew Reid, TEGA general manage.
“By supporting the 7REDiQ platform, Seven has an in-house capability to flex with client needs.”
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