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knowledge integration

The versatility of geodemographic segments makes them an ideal framework for integrating data from multiple sources like; database analytics, geospatial, media planning and market research. The segments provide a common bridge for comparing data from sources that are not naturally linked... For example, through the segments, database analytics and market research can be combined to create media targeting & messaging strategies. RDA's person-level geoTribes segments offer unique capabilities in this regard as the small number of segments, embedded life cycle stage and strong needs differentials are ideal for knowledge integration across a broad range of industries.

knowledge integration

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agile market development

The rapidly changing market environment characterised by digital disruption, changing formats and increasing competition from overseas entrants presents both opportunities and threats, making it critical for growth oriented challenger brands to maximise the impact of their market development resources... RDA’s data tagging, rich segment profiling and modelled targeting data provide a unique resource for agile market development. This enables our clients to target key customer groups, develop propositions, choose media channels & partners and analyse responsiveness all through the same readily used and understood segmental frameworks.

agile market development

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community engagement

As digital engagement through the web increases in its sophistication there is an urgent need to build higher levels of capability in targeting and delivery of engagement programs in the physical world... RDA’s unique geoTribes Explorer system provides a readily mastered platform for analysis and planning of nuanced sponsorship, outdoor, letterbox, community news, in-home, intercept and retail channel activities.

community engagement

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footprint management

Most retailers and service providers have well established networks of stores and service centres. However changing market conditions call into question whether the locations mix is optimally aligned with target market concentrations. RDA’s performance benchmarking models can reveal areas of over and under performance and target network misalignment... Our models help with allocation of resources towards opportunity areas and also with identification of waste in retail operations and service delivery.

footprint management

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geoTribes online database tagging

RDA’s database tagging portal enables licensees to upload and batch tag full databases either through the web interface or SFTP/SSH. Each database record can be tagged with the geoTribes Segments, a clients own Customised Segments, the geoTribes Dimensions and (if age is absent from the database) the Universal Geodemographic Segments... geoTribes segment tagging is available in Australia, New Zealand, USA, Great Britain and Canada. In Australia, the portal also tags geoSmart segments as well as SA1 and encrypted household identifiers. Records can be submitted to the portal in raw address or pre-processed formats.

RDA’s data tagging web service can be integrated seamlessly into a business’ infrastructure, and enables tagging of records in real time through the use of an SOAP based API. This means that records are tagged immediately when they are written to the database, without having to wait until the next batch tagging update cycle.

In addition to its main portal, RDA also provides licensees with access to its research tagging portal which is designed for use with market research surveys.

database tagging

Tagging customer databases through RDA’s database tagging portal, supports a broad range of reporting and analytics activities, such as:

  • Profiling customer database records using RDA’s segmentation products
  • Identifying target segments on customer databases using profitability, responsiveness or other measures.
  • Reporting business developments across segments, like changing database composition and lost vs gained customers
  • Benchmarking high / low penetration areas & identifying opportunities across markets
  • Integrating data from multiple sources like database analysis, market research, media planning and geospatial to investigate problems and identify opportunities
  • Using RDA’s segments as proxies for potential in new market areas or partnering
  • Incorporating the segments, dimensions & other tagged content in predictive models
  • Creating tailored messaging to customers based on segment needs
  • Real time or daily tagging of new customers and enquirers
  • Linking retail trade areas with CRM customer records using SA1 codes as a bridge
  • Anonymized household-level matching between databases using hashed GNAF PIDs

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