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Reading: EMMA Launches Geo-Targeting Tool Geoemma
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B&T > Advertising > EMMA Launches Geo-Targeting Tool Geoemma
AdvertisingMarketingMedia

EMMA Launches Geo-Targeting Tool Geoemma

Angela Cross
Published on: 20th October 2014 at 12:03 PM
Angela Cross
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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

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.”

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By Angela Cross
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I have 14 years' experience in communication across the media, travel, finance, health, construction and non-profit sectors. I have worked with major Australian brands, including, SBS, Cover-More, Pizza Hut, Steggles, Wrigley’s, Rabobank and The Leukaemia Foundation, among others, and now also work with the media and marketing sectors. I work with companies to raise and manage their profile primarily with the media, but also with other audiences, such as corporate partners, employees, industry and the community. I specialise in communications strategy, media relations, issues management, executive and business profiling and writing. I launched Pilot PR in October 2013 and also work with Rochelle Burbury at Third Avenue Consulting.

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