emma Adds RDA's Consumer Segmentation Tools

In Australia, Ipsos MediaCT has integrated RDA Research's geoTribes and geoSmart customer segmentation tools into emma, the industry-backed cross-media newspaper and magazine readership survey.

Commissioned by industry body The Readership Works and run by Ipsos MediaCT, emma (Enhanced Media Metrics Australia) gathers data from more than 54,000 people to rate readership across all newspaper and magazine formats including print, online and mobile devices.

The emma database has now been integrated with the geoTribes individual classification tool and geoSmart segmentation system, which is built on the premise that people with similar demographic profiles and lifestyles tend to live near each other. This integration is designed to enable users to cross-reference local area population descriptions with media consumption, and product ownership and usage, along with lifestyle, interests and attitudes.

Ipsos MediaCT MD Simon Wake (pictured) comments: 'The integration of RDA Research's sophisticated customer segmentation tools provides emma subscribers with an even more advanced level of customer intelligence to inform their media planning, market research and consumer profiling needs. It's one of a number of new tools for emma and part of our roadmap of continuous innovation for the market.'

Web sites: www.thenewspaperworks.com.au , www.ipsos.com and www.rdaresearch.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.