Southern Cross Austereo has brought together its ‘research and insights’ and ‘strategy and insights’ teams to create SCA IQ, a combined media research and insights offering.
The research, insights and strategy functions are brought together to house data from more than 300,000 members across the Asia-Pacific region, who provide first-party data and behavioural insights.
Abi Wallis – who has been with SCA for more than seven years – becomes national head of strategy and insights for the division, while Jasmine Beech has joined as head of sales research. She reports to John Musgrove, head of research and insights.
SCA’s chief sales officer, Brian Gallagher, said the division would inform the company’s sales strategy.
“The entire strategy for national and local sales is insight-led ideation. The more we can know about our consumers and the more we can know about the challenges we’re trying to solve for our advertising partners, the more successful they are. This is where SCA iQ is invaluable,” he said.
SCA noted that it is the only media owner to invest in all three of Nielsen’s tools within SCA IQ: Commspoint Journey, Commspoint Influencer, and Consumer and Media View. Combined with the first-party data from members, the business said the tools allow it to “plan and pressure test solutions across the most effective channels to influence consumers at different stages of the path to purchase”.
National head of radio sales, Nikki Rooke, claimed the company engages with 95% of Australians every day.
“Bringing our research and strategy insights teams together to form SCA IQ propels our content and sales insights to a new level, especially as the way audio is consumed changes and areas such as live streaming, podcasting and on demand grow exponentially,” she added.
“Our insight communities sit within the centre of the business and it’s those insights that drive the business and our client solutions forward.”