Eyeota Enhances Reach And Targeting Precision For RDA Research

Eyeota Enhances Reach And Targeting Precision For RDA Research
B&T Magazine
Edited by B&T Magazine
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Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies.

RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

RDA Research chose Eyeota and its proprietary data onboarding solution to onboard and activate its data as digital audiences. Eyeota’s solution works by transforming data into cohorts or clusters of consumers with similar characteristics and leverages its proprietary geo-based matching technology to activate these cohorts as addressable audiences for digital marketing and advertising.

RDA uses its proprietary process to project government microdata and market research data to Australia’s 55,000 SA1-level geographic areas, and this process creates highly accurate offline audience data based on aggregation into consumer cohorts with similar values.

Eyeota worked with RDA to develop an optimal method for converting its offline data into addressable digital audience segments.

The audience cohorts are onboarded and matched Eyeota’s qualified pool of online identifiers using a SA1 geo-based matching key, achieving a substantial 87 per cent match rate.

  • On average 87 per cent of the RDA Research audience cohorts based on offline, real-world data is accurately brought to life in the digital world by Eyeota.
  • Brands and advertisers can reach and target 87 per cent of their desired audiences through digital channels using RDA Research data onboarded by Eyeota.

Eyeota successfully activated RDA’s offline data as addressable audiences to reach digital consumers with precision and accuracy on display, mobile and social channels.

Results found that Eyeota’s cohort-based onboarding approach enabled a consumer-friendly way to harness data that protects individuals’ privacy by default.

Following these strong results, RDA Research will continue to leverage Eyeota’s privacy-safe onboarding technology to activate its:

  • geoTribes
  • geoSmart
  • Consumer Profiles
  • Household Demand & Economics
  • Motor Vehicles
  • Donor Segments

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