Cross-platform audience insights survey emma™(Enhanced Media Metrics Australia) has announced the launch of geoemma, an audience analysis and geo-targeting tool that enables local area and consumer profiling.

Geoemma enables the provision of audience profiles at the local area level for proximity marketing, including side-by-side comparison of locations, location ranking by spending potential and market coverage analyses.

Now marketers can cross reference local area population descriptions with media consumption, product ownership and usage, as well as lifestyle interests and attitudes. This link between local area marketing and media planning and profiling is particularly useful for categories such as quick service restaurants, retail, banking, entertainment, travel, insurance and telecommunications.

Geoemma was developed in conjunction with RDA Research’s unique customer targeting segmentation tools, geoTribes and geoSmart, that have been fused with the emma database.

“While there are a number of geo-analysis tools currently available in the market, geoemma is unique in delivering the most granular geographical audience data, combined with attitudes, age, purchasing and media habits of consumers to present a more nuanced generational and socio-economic make-up of local areas,” Ipsos MediaCT managing director Simon Wake said.

“From emma’s inception, we have collaborated with the industry to deliver continuous improvement. This is another significant milestone in emma’s development and part of our product roadmap. There will be further innovations to come, which will ensure emma provides a superior, modern product.”