TEG, the leading ticketing, live entertainment and data analytics business in the Asia-Pacific region, has announced its online research business TEG Rewards is rebranding as TEG Insights.

TEG’s business is comprised of ticketing, live entertainment and a data analytics arm. The company consists of ticket vending behemoth Ticketek as well as TEG Live, TEG Dainty, TEG Analytics, TEG Insights, Softix, Qudos Bank Arena, Eventopia, Life Like Touring, The Entertainment Store, The Brickman Experience and TEG Asia.

The major change reflects the rapidly evolving research market, new technologies, new data sets and a closer working relationship with TEG Analytics and TEG Digital.

TEG Analytics has grown to become one of Australia’s leading data analytical and data science businesses, with one of the largest customer databases in Australia and more than 14 million customer records.

TEG Digital, meanwhile, is a dynamic e-commerce business powered by advanced data driven solutions, drawing on the insights and analytics from millions of records and over 230 re-targeting campaigns.

“The rebrand to TEG Insights is the final piece in TEG’s strategy to activate the insights drawn from Australia’s largest consumer research panel of one million people and to integrate with our powerful data analytics and digital marketing capabilities,” TEG chief executive Geoff Jones said.

TEG Rewards was initially established in 2007. In the past decade, 2.4 million people have taken part in consumer panels that form the backbone of the research and insights effort. In return for their participation, the members have shared rewards worth over $10 million.

Jones said it is the right time to rebrand given the enormous changes in the industry and within the TEG business.

“TEG Insights is now at the heart of a dynamic group of businesses leveraging advanced technologies across ticketing, live entertainment, data and digital,” he said.

In conjunction with the rebrand, Andrew Reid will take the role of general manager for TEG Insights in addition to his position as general manager of TEG Analytics.

Reid told B&T exclusively that the time was right for the business to take on a new title.

“Essentially, because of what the business now offers, the TEG Rewards name was outdated. TEG Insights is far more reflective of what the business is today – it’s a much broader proposition,” he said.

Reid also explained that those who work with TEG Insights in future will be quite well equipped in data terms, but are seeking an incisive edge.

“Our average client is usually data-rich and has a prospective goal in mind – they just want to take it several steps further,” he said.

“They’re asking things like ‘How do we find more of these people?’ and ‘What is our preferred channel’?”

“Essentially, they’re already well versed in the digital realm, but they need a smarter research partner.”

TEG Insights is bringing research, analytics and digital media together without any loss of data, according to Reid.

“TEG’s message is that as a company, we’re dealing with a whole new research model, using one of the largest second-party data sets to achieve this scale,” he said.

“And in terms of activating this data set at scale, no-one is doing that now – nothing like it, particularly in the entertainment space. So, we’re most excited about giving the research industry a practical roadmap. We’re on a great trajectory and I really believe we’re changing the game.”