A leading digital media company believes that it setting a benchmark in helping advertisers to sort through masses of unstructured data.

Mi9, which has announced two new data products, Mi9 Focus and Mi9 IQ, said that Australia is now moving at a similar pace as the rest of the world when it comes to data capabilities, and the big gap that once existed is shrinking rapidly.

Mi9 said it hopes to deliver campaigns based on what it calls “actionable intelligence”.  

"We see demand everywhere for data-driven and insight-driven marketing," Richard McClaren (pictured), managing director data and services at Mi9, told B&T. "Certainly larger clients, who are quite sophisticated, are really interested in the ability to address messages to the right people, such as private investors.

"What we’re looking to do is make available to agencies products that represent a benchmark in the capability for data-driven and insight-driven marketing around actionable intelligence," he added. 

Mi9 Focus allows brands to focus in on their exact target audience, at relevant times, at scale, while Mi9 IQ uses proprietary insights, analytics tools and industry standard performance studies to help clients create the most intelligent campaigns possible.

Last November, Mi9 underwent management restructure when Nine MSN MD Alex Parsons joined price comparison business Rate City as CEO.

Rate City is 50% controlled by Mi9, which owns NineMSN, and a group of private investors.