Audience Data Sessions: Q&A with Data IQ

Can you introduce yourself and your audience solutions?

Hi, I’m Darron Jermy the founder of DataIQ NZ. Having delivered a range of award-winning audience solutions in recent years we decided to launch DataIQ so we could continue the journey and develop even more innovative audience products for our clients.

Whether it’s helping reach the best prospects for a campaign or getting deeper customer insights to help deliver more personalised and relevant offers, we can provide the data and insights you need to lift campaign performance.

Why have you partnered with Eyeota?

Having worked with the team previously, partnering with Eyeota was an easy decision. The support they provide is excellent and they help make our audiences available on virtually any platform our clients may want to use. It also helps when our media agency partners are all super familiar with Eyeota as well. They just make it easy.

In which markets do you operate?

Being new in market New Zealand is our primary focus. However, we can provide some of our specialised custom audiences for Australia when required.

Can you discuss the importance of audience data in today’s digital advertising landscape?

Data is the backbone of digital marketing and enables marketers to be more strategic, deliver more personalised customer experiences and more relevant offers. Marketers are also under constant pressure to get better efficiency from often constrained budgets and leveraging data and insights can help get an edge over competitors and lift ROI. However, we must always maintain the balance between using data to be more targeted while respecting consumer privacy, having good practices around data protection and ensuring we adhere to relevant regulations.

How can business leverage data to improve advertising strategies?

Data-driven decisions can lead to more effective and efficient advertising strategies in so many ways from customer profiling, audience segmentation, testing, measurement and understanding customer journeys. Smart companies that are data led typically outperform those that still target based on intuition. Many times, in my career I’ve seen campaigns that have performed poorly and when we’ve done the analysis, we’ve found that the client was targeting the wrong people.

It's important to get objective insights to properly understand what your target audience really looks like from the start, then you can target the right people, in the right channels with messages that will resonate. So, the first question we always ask is “what do your best customers look like?” And, if the client is unsure, we’ll help get that defined upfront to ensure success.

Reach out to our Audience Specialists at the Data Desk