Eyeota, the audience data platform, has expanded its partnership with Experian, a global information services company, making audience segments available to marketers and media buyers in Malaysia and Indonesia.
The expanded partnership addresses the growing demand for audience data worldwide, and is an extension of Eyeota’s existing relationship with Experian in the United States, Australia, Japan, Hong Kong, Singapore, New Zealand, the United Kingdom, and Germany.
Priya Khatri, General Manager, Asia, Eyeota said: “Although the adoption of programmatic is still relatively low in Southeast Asia, it is gradually gaining momentum as more brands use it to improve their audience targeting efforts. We are thrilled to expand our relationship with Experian in Malaysia and Indonesia to offer market-specific Mosaic audiences to help brands reach and target the right customers.”
Mosaic is Experian’s robust cross-channel, household based, consumer classification designed to help companies better understand the demographics, lifestyles, preferences, and behaviours of their intended audiences. Mosaic is even more relevant than when it was first created 30 years ago, empowering organisations to better engage and connect with their target audiences through deeper insights into who consumers are, where they are and what they want.
Experian’s Mosaic geo-demographic data is activated through Eyeota, enabling media buyers to purchase digital audiences the same way as they have traditionally bought offline media. As a result, marketers now have access to the highest quality, branded online customer data set in Indonesia and Malaysia. The enhanced data will enable brands to connect with their target audiences online, based on both online and offline data, in a more efficient and effective manner.
Classifying Southeast Asian households and consumers into unique segments and groups that share similar demographic and socio-economic characteristics will enable marketers to reach their target audiences with precision.
“As the reliance on data deepens, we help provide rich, high quality consumer classification data and turn them into actionable insights that help businesses create better, personalised offerings, which lead to more meaningful engagements with consumers,” said Dev Dhiman, Managing Director for Southeast Asia and Emerging Markets, Experian.
The audience data segments are localised for the markets of Malaysia and Indonesia. Malaysia includes: Mature business people with highest status, Young well-off city centre renters, Families commuting from the suburbs, Middle-aged suburbanites, Young Malays starting out, Multigenerational families close to commuter links, Traditional town-dwelling families, Families in remote tourist areas, Very remote farming families.
In Indonesia, the segments include Successful Metropolitans, Aspirational Millennials, City Workforce, Provincial Dynasty, Satellite Economy, Local Specialists, Primary Producers, Rural Labour and Remote Communities.