Seven West Media has announced an analytics and data science partnership with TEG Analytics (TEGA), part of the TEG group, to support Seven’s new Customer Data Platform, 7REDiQ.

The partnership creates the "largest entertainment and lifestyle data set" in Australia, enabling SWM to deliver new and enhanced audience insights, predictive modelling and machine learning capabilities to improve the outcomes for brands across SWM’s digital and connected TV platforms.

7REDiQ and TEGA will enhance the understanding of over 4.6 million SWM consumers, 3.8 million being verified 7plus users with data from Ticketek, Australia’s leading lifestyle affinity dataset. 7REDiQ will capture a user’s content consumption delivering better addressability for brands when activating campaigns across SWM’s digital assets, including 7plus and 7NEWS.com.au.

TEGA’s dataset, which is powered by over 16 million active ticket buyers from across Australia, will be matched against SWM’s own 1st Party Audience Data.

7REDiQ unlocks people-based information and profiles audiences against their life stage, household composition, post code, ethnicity, affluency and disposable income.

Following a recent partnership announcement between TEGA and flybuys, one of Australia’s largest customer loyalty programs of 8.6 million consumers, SWM will also be able to profile a consumer’s affinity across food, beverage and CPG categories.