Multicultural-focused agency CulturalPulse has launched the AskGenie Intelligence Platform enabling organisations to measure audiences at scale and feed those insights directly into decision-making.
For many organisations, understanding culturally diverse audiences has remained largely surface-level. While individual customers can be described qualitatively, there has been no reliable, secure or scalable way to measure and segment cultural identity across an entire customer base.
The new AskGenie Intelligence Platform is the next generation of its existing AskGenie tooland combines cultural, socio-economic and life-stage data in a single system to give marketers and strategists a clearer view of audience behaviour, economic power and growth potential.
The platform matches customer data, benchmarks it against the Census to identify gaps and surfaces high-growth cultural segments that can be directly applied to marketing. It is underpinned by the company’s proprietary Australian Cultural Coding Classification System, built on more than one billion name combinations from 30 cultural data sources.
“Most marketers aren’t underperforming, they’re just optimising for a culturally limited audience set. Traditional segmentation models were built for a very different Australia,” said CulturalPulse chief executive Reg Raghavan.
“Culture has been the missing variable. Most segmentation models include socio-economic and life-stage data, but few measure culture at scale. Too often, culture gets treated as a soft demographic layer or a diversity exercise, when in reality cultural heritage can be a powerful indicator of behaviour, decision-making, economic priorities and how people engage with brands.”
The launch coincides with the appointment of Simon Edwards as principal to the CulturalPulse Tech Group and advisory board. Edwards has previously led insight functions focused on proposition development and customer experience, including roles as head of research and design at Allianz Australia and head of customer insights and design research at ANZ Bank. Edwards’ appointment signals the platform’s move into enterprise-grade application.
“What most teams already have is the data on their customers, but there is not much guidance on their preferences and how to engage with them. What’s often missing is the cultural context and economic context to make sense of their choices,” Edwards said.
“A few years ago, you couldn’t bring these dimensions together in a meaningful way. The data wasn’t there, the systems weren’t mature enough. Now, with AI, more advanced modelling and a greater reliance on first-party data, we’re able to extract far more meaning from what businesses already have. When you combine socio-economic reality with cultural identity, behaviour and life stage, a very different picture emerges.”
AskGenie’s earlier version has already been used by clients including NRMA Roadside Assistance, AGL, Qudos Bank Arena, Rawson Homes, Melbourne Stars, Canterbury Bulldogs, Vocus Communications, Tourism Events Queensland, Michael Kors and Dulux, alongside a range of government clients, helping organisations uncover new growth opportunities within complex, multicultural audiences.
