4/
Living Insights
Add Human Insights
to enterprise data.
Data enrichment at scale through Web, SFTP and API interfaces.
Enrich customer and audience databases for a deeper understanding of who customers are, how they think, and why they act the way they do.
The Living Insights portal appends geoTribes and geoSmart consumer segments and hundreds of Human Insights variables to customer and audience databases. These dimensions support deeper profiling, segmentation and analytics, and a fuller understanding of customers.
-
The Human Insights variables. Motivations, values, consumer demographics, financial behaviours, sustainability attitudes, lifestyles, buying intentions and media consumption.
-
Built for any scale. The portal handles small and large datasets in multiple formats through secure channels, adding new dimensions to the Analytics Server, Data Warehouse or Marketing Cloud.
-
What you can do with it. With these new dimensions you can apply machine learning, AI and visualisation tools to craft more compelling communications, build stronger value propositions and engage audiences more effectively.
Enrichment channels and applications
The Living Insights portal has two modes of operation. Enterprise databases are enriched in batch through the Web and SFTP interfaces, and records and surveys are enriched in real time through the API. Both support appending at multiple levels of geographic detail, with finer levels resulting in more accurate coding.
Enterprise batch
Web and SFTP interfaces for large corporate databases, enriched in bulk at the finest geographic level.
Geographic levels
- Full address + age band. The usual input for large databases, which the portal geocodes.
- SA1 + address type + age band + gender. Used where SA1 is already on the file.
Main functions
- Web Interface. Upload through the browser and download the appended file.
- SFTP. Upload large batch files automatically and collect the enriched data from the outbox.
Applications
- Whole-of-base enrichment. Append consumer segments and Human Insights variables across the entire customer database.
- Profiling and segmentation. Profile and size segments across the base, compare them with the market and track changes through time.
- Analytics and modelling. Add motivations, values and household economic measures as features in the Analytics Server or Data Warehouse.
- Context for AI analytics. Use the appended segments and Human Insights measures as context for AI models and analytics across the customer base.
Real-time API
Secure API for enrichment on demand. It supports every batch level, plus an additional suburb level.
Geographic levels
- Full address, or SA1 + address type + age band + gender. The same levels available in batch.
- Suburb + address type + age band + gender. An additional, API-only level. It is fully non-PII and easily collected in survey research.
Main functions
- Secure API. Enrich records on demand through a direct integration with existing systems.
Applications
- Survey data appending. Append segments and Human Insights variables to survey responses in real time, using non-PII fields captured on the questionnaire.
- Embedded in fieldwork. Call the API inside the fieldwork workflow so each completed interview is enriched immediately.
- Enrich at capture. Append context when a customer or lead record is created.
- Insight for analytics and AI. Supply current segment and value context to analytics and AI workflows in real time.
Living Insights Data
With clear provenance from anonymised market research surveys, government microdata and synthetic population models in a non-PII process, Human Insights Data supports privacy-safe, population-level enrichment for strategic decisioning, AI context and market planning.
Measures are modelled across more than three million synthetic cohorts in Australia and matched on location, age and gender together. Conventional geodemographic coding matches on location alone.
Segmentation schemes
Consumer segments delivering clear lifecycle-stage differentiation, broad market activation, and detailed understanding of psychology, preferences and buying processes.
Proven geodemographic segmentation capturing the underlying cultural diversity of the rapidly evolving Australian marketplace.
Human Insights Data
Enhanced demographic measures based on Census data, updated for population growth and structured for appending.
Income, assets, liabilities and financial stress, based on ABS microdata and synthetic population models.
Motivations, personal values, media consumption, lifestyles, sustainability and sources of anxiety, from our national Human Motivations & Sustainability survey.
geoTribes segments cover Australia, New Zealand, the USA, UK and Canada; extended Human Insights Data is available in Australia.
Privacy by design
Living Insights is designed around the principle that a market can be understood without collecting personal data on the people in it, minimising exposure to privacy risk. Its consumer segments and Human Insights Data are built from sources of known provenance that contain no data sourced from identifiable individuals. The measures appended to records describe groups of people, and can be explained through shared geography, demographics, household economics and lifecycle.
Built without personal data
- No identifiable recordsBuilt from anonymised market research, government microdata and synthetic population models.
- ExplainableEvery value is a function of geography, demographics, household economics and lifecycle.
How uploaded data is handled and protected
- Minimum data inOnly the fields required for matching are used. Any additional columns are ignored, not processed.
- No PII retainedFine-grained location is stripped at the earliest possible stage in processing.
- Securely deletedUploaded and intermediate files are securely overwritten early. Appended files are permanently deleted after 14 days, or sooner under client control.
- Encrypted and access-controlledData travels over encrypted channels, under strict access controls.
- Held in AustraliaThe Living Insights Portal is hosted on Australian servers.
Services comply with the Australian Privacy Principles and the Privacy Act 1988 (Cth). Full privacy and security policies are available through the Trust Centre.