Target real world behaviour, value & psychology.

RDA builds a range of geospatial audience data used for media targeting, strategic planning, retail analytics and database enhancement. The data is built using RDA’s unique geoFusion methodology that combines market research, behaviour and government microdata with RDA's synthetic population models. Geospatial data is available to target through RDA’s geoTribes Explorer platform and our media affiliates such as Eyeota.

RDA’s geospatial audience data provides users with key benefits...

Access to a broad range of data through a variety of government licenses and data partnerships such as Nielsen.
Large scale audiences modelled to the entire population, suitable for brand building.
RDA’s geoFusion models, incorporating synthetic populations, provide accurate estimates of key audience characteristics, such as reach, penetration and value.
Privacy is ensured by having no personally identifiable information (PII) used at any time during the construction of RDA’s audience data.
Conveniently accessible through RDA’s geoTribes Explorer Platform.

audience data categories

RDA’s constructs of geospatial audience data across a broad range of categories including...

  • Household demand
  • Household economics
  • Health
  • Automotive
  • Lifestyle
  • Psychographics
  • Product usage
  • Behaviour
  • Media consumption
  • Brand affiliation
  • Custom audiences built to specification

RDA’s geoFusion models


Since the mid 1990’s, RDA has been developing a unique expertise in applying geospatial models to construction of synthetic populations. The original work was based on academic literature which was the catalyst for a substantial development program resulting in RDA’s unique geoFusion approach to synthetic population construction and application.

Since initial developments there have been significant improvements in the scope & performance of RDA’s geoFusion models and coverage has been extended to include models for New Zealand, Canada, Great Britain and the USA.

The geoFusion 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...

data sourcing

RDA builds offline audience data by applying its geoFusion modeling to a diverse range of data sources including...

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

geospatial modelling of government microdata

RDA had developed a unique multi-country expertise in the construction of spatial models based on a fusion of Census with Government Microdata. Successful models have been built in the areas of Household Expenditure, Income Assets & Loans and Health.