emma (Enhanced Media Metrics Australia) and DBM have announced a strategic partnership to create a world-class product combining the financial attitudes, intentions and actual behaviours of consumers with demography, lifestyle and media consumption data.

emma will become DBM’s sole media audience insights provider and, under the agreement, emma audience data is available to DBM subscribers to enrich consumer insights and contextualise DBM’s industry-leading financial data.

An integrated database has been created to support new customer acquisition and growth strategies for the financial services industry.

DBM is the emergent force in consumer financial data, blending Australia’s most robust survey methodology with deep data analytics to deliver more accurate, granular and actionable market intelligence for financial institutions.

DBM’s client base includes more than 40 financial services brands in banking, insurance and wealth management, including three of the Big 4 banks.

Their ‘Consumer Atlas’ is the largest ongoing survey of Australian financial customers, tracking attitudes, intentions and behaviours with respect to their financial services providers.

In partnership with emma, the data is fused with multiple sources such as media consumption and demographic segmentation to support strategy development for new customer acquisition, share-of-wallet growth and retention, monitoring the effectiveness of initiatives, evaluating the impact of key events, managing advocacy and identifying priorities for action.

emma will provide DBM subscribers with access to valuable media audience data from its survey of more than 40,000 Australians, including media consumption habits along with lifestyle and demographic insights.

The Readership Works GM Mal Dale, said: “Our partnership with DBM is another important step in emma’s development.

“DBM shares a similar philosophy of commitment to innovation, accuracy, transparency and collaboration.

“The partnership will provide the most accurate, granular and actionable market intelligence on consumers’ relationships with their financial providers”.

DBM managing director Dhruba Gupta said: “DBM’s partnership with emma is the next step in our development of the most comprehensive financial services data ecosystem in Australia.