emma launches geo-targeting tool

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Australia’s cross-platform audience insights survey emma has launched geoemma, a sophisticated audience analysis and geo-targeting 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. This link between local area marketing and media planning and profiling is particularly useful for categories such as quick service restaurants, retail, banking, entertainment, travel, insurance and telecommunications.

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.

“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,” Ipsos MediaCT managing director Simon Wake said.

“From emma’s inception, we have collaborated with the industry to deliver continuous improvement. This is another significant milestone in emma’s development and part of our product roadmap. There will be further innovations to come, which will ensure emma provides a superior, modern product.”

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.

Other enhancements announced to date as part of emma’s innovation product roadmap include: The Health Care and Insurance Australia survey and the Ipsos Food and Health Report.

emma has been developed by independent research company Ipsos MediaCT, the global leaders in local audience measurement. Ipsos conducts national audience surveys and is the official measurement system in over 40 countries including the UK, Italy and France. The emma survey is a monthly release of a rolling 12 month database, is independently audited and built in collaboration with the Media Federation of Australia and Magazine Publishers Australia.

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