Exterion Media, the company which recently retained the London Underground advertising business, is further strengthening its analytics capabilities by bringing in data agency Beyond Analysis to offer brands a deeper level of audience insight.
Beyond Analysis was founded in 2007 by former DunnHumby duo Paul Alexander and Will Beresford and specialises in financial services payment data.
It will work with Exterion Media to align consumer payment data with locations and journeys in order to strengthen and develop new insight, planning and measurement tools for Exterion’s agencies, clients and partners.
The venture is part of Exterion’s broader strategy to increase brands’ ROI across all of their marketing activity, including the London Underground, by providing an additional layer of insight for better targeting of audiences based on spend profiles developed through big data.
Exterion head of data Mick Ridley said: “Working together will allow us to understand where people spend, when they spend and the brands they spend with – all tied back to the journeys they make.
“Ultimately our goal is to help advertisers serve ads, content and offers that are relevant and timely; in essence to target the right customers for our brands based on real data rather than simple demographics. This makes advertising more effective for brands and more engaging for consumers.”
The move follows the launch of Exterion’s Audience Behavioural Insight (Abi) tool powered by Telefónica, which looks at how people move around the capital and draws anonymised behavioural insights that brands can use for more relevant, contextual engagement with consumers.
The firm claims both partnerships further demonstrate Exterion’s commitment to fusing multiple data sources to build a complete picture of how Londoners behave in the real world, and complement Exterion’s work.shop.play. consumer panel, which informs the motivations of these urban audiences through regular topical surveys.
Alexander, who is chief executive of the agency, claimed the deal would spark a revoultion in out of home advertising. He added: “This partnership between offers a huge opportunity to develop a proposition that is completely unique in the market. We are excited in what the future holds with Exterion Media and we are proud to work with a partner that matches our vision, passion and aspiration.”
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