Seven West Media's Pacific has partnered with TEG Analytics to create a Customer Data Platform (CDP), as the publisher looks to stronger data and consumer insights as a source of revenue.
The new CDP strengthens Pacific’s identified audiences and matches its unidentified audience against TEG Analytics 15 million IDs.
“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,” Pacific commercial director Nicole Bence says.
“This rich, unrivalled data source is already empowering our creative teams to deliver insight-led storytelling at scale.”
Pacific’s newest division, Pacific Insights, headed up by Rebecca Alexander-Head, oversees the rollout the CDP with clients and agencies, as well as its integration into the company’s internal content and marketing teams.
“Pacific is an ideal partner to provide an alternate solution to existing claimed behaviour data sets using TEG Analytics and its lifestyle data analysis,” TEG Analytics & TEG Insights general manager Andrew Reid says.
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