Australasian live entertainment, ticketing and data analytics company TEG has entered into a partnership with global marketing agency Havas Sports and Entertainment.

Under the agreement, marketers will gain extensive insight into how their target audiences are spending within the sports and entertainment sector. It will look at customer passion points such as music, films, TV and the arts to see how best to market to these groups.

Genome Live, TEG Analytics’ customer attribute analyser, will become a key tool throughout the partnership, as it has recorded entertainment preferences of more than 12 million Australians in a data science project.

Companies will be provided with a dynamic view of how best to engage its target audiences via the merging of Havas’ brand building expertise and TEG’s consumer insights from data matching, audience definitions and customer profiling and analysis.

Francis Coady, general manager of Havas said the powerful insights of Genome Live would help direct marketers’ focus on where they spend their budgets across sponsorship, marketing communications and media.

“Through access to Genome Live, we will be able to give brands and rights holders exact information on where customers are focusing their spending across the entire sport and entertainment landscape and give them the capability to adapt their marketing strategy to best engage these individuals,” Coady said.

TEG chief executive Geoff Jones added: “Data is now at the epicentre of marketing and that’s why our Genome Live product is such an exciting development for marketers and brands across the spectrum. It provides a unique insight to what excites, engages and motivates consumer behaviour and choices.

“Havas brings the same passion to this work as we do. TEG’s data science and HSE’s deep engagement with leading brands makes for a great collaboration.”

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