Checkout data helps publisher get personal
'Unprecedented audience targeting' is the promise of a new News Corp Australia advertising product backed by technology from a Woolworths subsidiary.
'News Connect, powered by Quantium' is the result of a strategic data partnership between the publisher and Quantium, which is half-owned by grocry and drinks retailer Woolworths.
Like its immediate rivals the supermarket chain has its own data-collecting rewards programme, recently relaunched to offer discounts in place of an airline points alliance.
Woolworths acquired data analytics firm Quantium for $20 million two years ago, and soon had it tailoring the shopping experience of its supermarket customers, driving pricing and promotions, ranging and store layout. It also had brands knocking at its door, eager to be involved with its demand side platform.
News launched the alliance in July at an event at Sydney's Fox Studios attended by 700 advertising and media agency executives, and has projects underway. The concept applies the data firm's large-scale customer transaction and behavioural data to its relationships with its 7.2 million readers and other users, refining its use with micro-surveys. 'Off the shelf' segments including travel, socioeconomics, education, FMCG, auto, real estate and finance are being offered, although News says bespoke segments can be created.
Facebook is among other users of the Quantium resource.
Quantium says its audience segments have been developed from transaction data sourced from "de-identified customer shopping records" spanning supermarket and liquor sales as well as wider retail and services transactions on and offline.
The data draws on an understanding of property attributes - sourced from CoreLogic - helping provide "a rounded understanding" of customer lifestyles and life stages. "Dog food suppliers will be able to target dog owners, and online fashion retailers will be able to target online shoppers who have an affinity with high end fashion," the company says.
At the launch, News Corp director of national sales Sharb Farjami said combining the two databases would allow it to create bespoke audiences for advertisers by connecting what people read and watch with what they buy. "For advertisers, it means no more assumptions," he said. "This is a game-changing product for all our commercial partners."
Pictured: Images from News' pitch to advertisers