Audience Data Sessions: Q&A with RDA Research

Can you introduce yourself and your audience solutions?

My name is Robert Dommett, Technical Director and founder of RDA Research, a Sydney-based strategic market analytics firm.

We are a provider of offline segmentation and market analytics solutions, with a focus on creating a holistic view across the many facets of consumers’ lives. More recently we have developed a strong position in offline and digital audience activation.

We have just completed the 2023 rebuild and launch of an extensive audience segment offering for Eyeota. Our new taxonomy has 1,000 audience segments, spanning 18 industry verticals including Auto, Finance, Travel, ESG/Sustainability and CALD. Our data includes over 500 curated audience segments from Nielsen’s industry-leading Consumer & Media View (CMV) Survey, which can now be easily activated across major DSPs, DMPs and SSPs.

Through our long-standing partnership with Nielsen, users will now also have the option to directly activate their analytical findings from the comprehensive CMV profiling and planning dataset through our new digital audience segments.

In addition to our off-the-shelf data offering, we can also create custom segments on request to meet very specific agency and advertiser requirements.

All our audience data is produced using a unique modelling technology that uses synthetic population models to project market research and government microdata to the overall market, giving us the ability to make large-scale audience segments. As the data is modelled from remunerated and consented sources through a synthetic population model, it can be used with absolute privacy confidence.

Why have you been partnered by Eyeota?

Eyeota is the ideal digital audience partner for us. Our particular expertise is in synthetic population modelling, so Eyeota’s unique capability in digital activation of offline audiences is the perfect complement to our skills. This means we can focus on what we do best and confidently leave the rest to Eyeota.

As a market leader, Eyeota has always provided the expertise to ensure that our audiences are onboarded with the latest technology available. We are thrilled to now extend this partnership to include Nielsen’s Industry-leading Consumer & Media View (CMV) data.

In which markets do you operate?

We operate in 5 markets – Australia, New Zealand, US, UK and Canada. Our digital audiences are currently only available in Australia, but we have plans to bring them to the US and UK markets in the near future.

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

There is a lot happening with first party data in ANZ at the moment and along with this I can see that there’s a strong ongoing role for top-of-funnel brand and awareness campaigns through digital advertising.

Our technology, based on synthetic population models creates market-wide estimates of demand at a very granular level which is perfect for creating audience segments that support growth beyond existing customer bases to a broader market while at the same time offering a high level of targeting efficiency.

How can businesses leverage data to improve advertising strategies?

The two words that come to mind when I’m thinking about leveraging data for improved advertising strategies are ‘Knowledge’ and ‘Efficiency’.

Firstly, there is a lot of change in the way that knowledge is being built and applied across the advertising ecosystem, particularly the integration of multiple sources through AI and direct feeding of insights into compacted decisioning processes. You can see the impact of this in the increasing adoption of real-time decisioning engines like Pega and Appian.

In today’s environment, efficiency is all about the timely integration of knowledge of customer decision drivers into activation pathways. The CDP revolution is symptomatic of this trend; however, I think it has a lot further to go in creating a more complete integration across all activation channels, including digital.

New processes driven by efficiency and access to new & timely sources of customer knowledge are driving the evolution of the advertising ecosystem and I feel certain that consistent, holistic consumer data that can be used with absolute privacy confidence will be a significant part of the way forward.

Reach out to our Audience Specialists at the Data Desk