Empirical data forms the cornerstone of successful 360° offer communication. At MEDIA Central, this topic has always been an important component in order to enable valid elaborations for our customers.
We have a long-standing partnership with our data partner Acxiom for updating market and structural data. The company is one of the leading service providers for comprehensive geodata and insights to understand, reach and address target groups. The aim is to create a personalised customer experience. Our extensive data portfolio will grow in the future thanks to our new partnership with GMA (Gesellschaft für Markt- und Absatzforschung mbH) in the form of comprehensive competitive data. This covers the most important retail sectors, enabling us to carry out even more detailed analyses of our customers' local competitive situation in future.
What do the Acxiom and GMA data contain?
The content of the update is varied. The Acxiom data focuses on socio-demographic and socio-economic characteristics. These include population figures, household figures, advertising refusal rates, age groups, general purchasing power and various product range purchasing power. This data is available to MEDIA Central at various geographical levels - from federal state level to the micro-geographical KGS14PLZ. In addition, Acxiom's regionalisation interface offers the possibility of evaluating individual target groups from the B4P study and locating them micro-geographically.
The GMA data sets, on the other hand, offer comprehensive competition data for Germany in all retail-relevant sectors with more than 230 store lists and companies. In addition to the precise spatial localisation of competitors (coordinates & addresses), the competition data includes various classifications such as sectors, business type and the sales areas of the locations.
What added value does the data offer?
From target group analyses to (cross-media) media recommendations, the data volumes are used in various places. For the MEDIA Central system landscape, the data offers significant added value in the context of system relaunches and professionalisation of geo-based software applications. This includes, for example, our geomarketing intelligence platform (GMP for short). Ultimately, it is primarily our customers who benefit from the data - with the help of our strategic consulting services and products from the Geo-Solutions & Marketing division. Hyperlocal geo-analyses in particular, such as geo-media scoring or our innovative LM³ (Local Media Mix Modelling) product, require this regularly updated basis.
Use case: geo-media scoring
In geo-media scoring, we use industry-specific key figures such as the per capita purchasing power of product ranges or individual target groups, such as pet owners or hobby gardeners, for geo-intelligent linking with local end consumers' travelling habits and print affinities. This enables us to make a detailed assessment of which local sub-areas are particularly suitable for media coverage or can be neglected for reasons of efficiency.
We are currently developing the cross-media customer dashboard maacis in order to be able to utilise the potential of our detailed data volumes even further in future and to offer our customers additional added value. Stay tuned!