Privacy Safe, Consumer Data Built
from Enriched Synthetic Populations
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Used in applications like audience targeting, strategic planning, understanding consumer behaviour, regional profiling and data enhancement.
The data is built using a multi-layered proprietary process to combine updated Census data with rich thematic information from market research surveys and Government microdata.
geoTribes Segments & Dimensions
geoTribes segmentation is based on a sophisticated spatial model that combines national census and public microdata and is updated regularly for population changes. Using these non-PII sources, we extract two key drivers of consumer purchasing behaviour, media consumption and psychology, being socioeconomic status (SES) and lifecycle stage. Each of the 15 geoTribes Segments has a unique position within the socioeconomic status and lifecycle stage space and with each tribe the people tend to have similar personal narratives, attitudes and preferences – likes, dislikes, aspirational figures and compulsions to purchase ‘must have’ products and brands. While individuals inevitably vary on personal dimensions, their similarities on these shared traits makes geoTribes a uniquely powerful needs based segmentation framework.
geoSmart is a proven and powerful segmentation that assigns all Australian consumers and household to one of 55 segments within 11 groups. geoSmart has been built to maximize differences in socioeconomic status, wallet size, spending patterns, family mix, media consumption, behavioural response and multicultural influences.
Attitudes, Lifestyles & Motivations
Attitudes & Lifestyles data is based on Personal Attitudes (105), Lifestyle Interests (36) and Situation & Outlook measures from the geoTribes Human Motivations and Sustainability Survey, based on a sample of some 6,000 Australian respondents 18+ years of age, conducted in July & August 2021. The Personal Attitudes are consistent with the Schwartz Values Survey and were factor-analysed (along with other measures) to produce 28 geoTribes Motivations.
Sustainability data is based on Personal Sustainability Actions (17), Relevant Attitudes, Lifestyles and Buying Intentions. from the geoTribes Human Motivations and Sustainability Survey, based on a sample of some 6,000 Australian respondents 18+ years of age, conducted in July & August 2021. The Personal Sustainability Actions are consistent with the LOHAS framework.
Media Exposure & Buying Intentions
Media Exposure captures weekly exposure across main media categories as well as social media platforms used in the last week, frequency of posting and checking updates. Buying Intentions captures the proportion of people who are currently in the market or intending to purchase in the next six months for 26 categories. This data is from the geoTribes Human Motivations and Sustainability Survey, based on a sample of some 6,000 Australian respondents 18+ years of age, conducted in July & August 2021.
Health and Wellbeing
Health and Wellbeing data provides estimates of key health indicators for the population, such as Health Status, Risk Factors, Health Actions, Health Checks, Medications and Supplements, Medical Conditions, and Health Services. Constructed using RDA’s proprietary projection methodology and the Australian Bureau of Statistics’ National Health Survey, Health and Wellness data can be used for a wide variety of targeting and planning applications like Media Targeting, Demand Estimation and Sales Territory Planning.
Finance & Economics
Finance & Economics data provides estimates of household Assets, Income, Liabilities and other Financial Indicators, giving an extensive snapshot of the overall financial health of households. Constructed using RDA’s proprietary methodology and the Australian Bureau of Statistics’ Survey of Income and Housing, Household Economics data can be used for targeting and planning activities like Regional Profiling, Household Spend Capacity Scoring and Financial Sensitivity Analysis.
Household Demand data provides estimates of expenditure for an extensive range of categories. Constructed using RDA’s unique projection methodology and the Australian Bureau of Statistics’ Household Expenditure Survey, Household Demand data can be used for targeting and planning activities like Regional Profiling, Household Wallet Size and Composition and Demand Hotspots Identification.
Person & Household Demographics
Person and Household Demographics data provides a comprehensive set of indicators for the population, such as Income, Family Structure, Ancestry, Country of Birth, Employment and Education. Constructed using RDA’s proprietary synthetic population and updated using population growth and migration statistics, this data can be used for a wide variety of targeting and planning applications like Media Targeting, Demand Estimation and Data Enhancement.
Nielsen GeoCMV Media, Attitude and Behaviour
Jointly developed with Nielsen Media and tapping into the breadth and comprehensiveness of the Consumer Media View (CMV) Survey, GeoCMV data consists of Media Consumption, Consumer Behaviour, Attitudes, Lifestyle Choices, Brand Perception/Affiliation and Shopping Habits. Constructed using RDA’s proprietary data fusion methodology, GeoCMV enables creation of highly specific audience segments for nuanced targeting as well as effective campaign development and execution for Media Owners, Advertisers and Agencies. The data is available for use across a broad range of industries and media channels including OOH, Letterbox, Print, Display and OTT.