Dynata has partnered with local audience data specialist Eyeota to offer access to hard-to-reach global B2B and consumer audiences at scale.
Dynata, which was previously known as Research Now SSI, boasts data comprising 2,700 attributes, derived from ongoing research relationships with more than 60 million opted-in consumers around the world. Eyeota's proprietary data onboarding methodology takes Dynata's survey response data and creates statistical models that scale it into targetable audience segments representative of the respective market populations.
Following the deal, Dynata audiences can be accessed through the Eyeota Audience Marketplace; initially in the US, UK and Australia, and the offering will continually expand to include additional datasets and countries. The datasets include B2B decision makers and a variety of consumer demographics, with self-declared automotive data to be made available in the marketplace next month. Dynata says this will enable marketers to use its first-party data for global marketing campaigns, using seed and look-alike modelling to reach consumers and business professionals with 'greater accuracy and specificity'.
This partnership also enables brands to extend their first-party research data into global, targetable custom audiences to drive targeted marketing campaigns. Laura Lewellyn (pictured), VP Data Strategy and Partnerships at Dynata, comments: 'Brands worldwide can now create and activate precisely targeted marketing audiences using the known data points of our first-party deterministic data. Eyeota has a strong reputation for data quality and consultative expertise, and we're delighted to offer our data on their respected global marketplace through this partnership'.
Web sites: www.dynata.com and www.eyeota.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.