Offline audience segments built from real world behaviour, value & psychology.

RDA builds a unique range of offline audience data segments that are used for strategic planning, retail analytics, database enhancement and geospatial media targeting. The segments are built using a unique methodology that fuses market research, behaviour and government microdata with RDA's synthetic population models.

The SYNPOP models employ diverse algorithms such as Statistical matching, mathematical optimisation, population projection and machine learning to provide a base on which to fuse data from a broad range of sources...

RDA's SYNPOP models

Since the mid 1990’s, RDA has been developing a unique expertise in geospatial models to construct synthetic populations. Our original work was based on academic literature which was the catalyst for a substantial development program resulting in RDA’s unique approach to synthetic population construction. Since initial developments there have been significant improvements in the scope & performance of RDA’s SYNPOPs and coverage has been extended to include models for New Zealand, Canada, Great Britain and the USA.

RDA builds geoTribes offline audience data by combining its SYNPOP models with a diverse data sources including...

  • Government microdata
  • Census information
  • Personal values surveys
  • Quantitative market research
  • Media currency data
  • Psychographic studies
  • Behavioural data
  • Web traffic

Audience segments

RDA has successfully designed and implemented retail network planning and other geospatial solutions in the geoTribes Explorer platform across a broad range of industries including...

Attitudes, interests and opinions Attitudes, interests and opinions
Cultural affiliations Cultural affiliations
Groceries & liquor Groceries & liquor
Insurance Insurance
Person-level needs-segments Person-level needs-segments
Retail brands Retail brands
Automotive brands Automotive brands
Digital media consumption Digital media consumption
Health & medical Health & medical
Lifestyle activities Lifestyle activities
QSR behaviour QSR behaviour
Sporting affiliations & behaviour Sporting affiliations & behaviour
Charity donations Charity donations
Geodemographic segments Geodemographic segments
Household spend Household spend
Offline media consumption Offline media consumption
Recreation & travel Recreation & travel
Telecommunications Telecommunications

Audience finder

The unique Audience finder system is available through the geoTribes Explorer geomarketing intelligence cloud platform enables clients to flexibly define target audiences using any combination of person & household demographics, geoTribes and geoSmart segments, socioeconomic status decile and lifecycle stage. These target audiences can be used in the Explorer or exported at any level of census and postal geography within drive-time trade areas for retail networks.

Audience finder chart...

Audience finder sample map...

geoFusion brings audience segment data to LIFE.

data partners

RDA partners with research companies in Australia and internationally. We model our partners’ data and bring the modelled geospatial projections to life in our geoTribes Explorer system.

Modelling government microdata

Over the past 20 years, RDA had developed a unique multi-country expertise in the construction of spatial models based on a fusion of Census with Government Microdata. We have successfully built many models of this type particularly in the areas of Household Expenditure, Income Assets & Loans and Health.