Pacific partners with TEG Analytics to create Australia’s richest Customer Data Platform

Pacific has announced an exclusive partnership with TEG Analytics which sees the creation of one of Australia’s largest and richest proprietary Customer Data Platforms.

Pacific’s Customer Data Platform (CDP) is fuelled by first-party data derived from monthly content consumption of 6.6 million digital devices[1]. This behavioural, demographic and cultural data is supercharged by TEG Analytics’ 15 million active customers and insights from one of the largest discretionary transaction data sets in the country.

The launch of Pacific’s CDP signifies the delivery of a significant strategic objective for Pacific – putting data and consumer insight at the heart of both commercial and content operations.

The CDP will deliver benefits for the commercial partners of both Pacific and TEG Analytics through the combination of research, cultural understanding and data science. A unique ID approach to consumer profiling will enhance digital advertising targeting and holistic audience understanding as it sets a new market standard for content trading.

The Commercial Director of Pacific, Nicole Bence, said: “This fusion of data enables us to deliver from insight through to activation by enhancing identified audiences and matching our unidentified audiences against TEG Analytics’ 15 million IDs – a process that has seen a record match rate of 85%.

“We can then overlay our client’s first-party data to better understand how their consumers interact with our brands and their preferred content formats. This rich, unrivalled data source is already empowering our creative teams to deliver insight-led storytelling at scale.”

The General Manager for TEG Analytics & TEG Insights, Andrew Reid, said: “As one of Australia’s largest lifestyle publishers, Pacific is an ideal partner to provide an alternate solution to existing claimed behaviour data sets using TEG Analytics and its lifestyle data analysis.”

The CDP sits at the heart of Pacific’s newest division, Pacific Insights (Pi), which is responsible for driving the rollout of the CDP with clients and agencies, and its integration into the company’s internal content and marketing teams.

This new audience intelligence consultancy, led by Rebecca Alexander-Head, is a team of highly-skilled researchers and cultural insights experts, supported by an industry leading team of data scientists. Pi is designed to fuel business growth with highly relevant data, research and intimate audience insight.

Prior to its official launch, Pacific has proven the CDP’s ability to move the needle on meaningful client metrics with a series of case studies. The first, for Dairy Australia, identified and targeted a previously unidentified audience, while another led to the creation of branded storytelling to drive elevated results and ROI for a national FMCG client.

[1] Source: Red Fusion Lotame DMP March 2019