UpNext 2022: Gumtree Media’s podcast reveals new first-party data technology and its role in creating sustainable connections
Gumtree Media’s UpNext: The Future is Sustainable podcast is a new three-episode series for Australian media, marketing and advertising professionals. In the second edition, the expert panel discusses how new data technology can be harnessed to create more sustainable connections between brands and their customers.
The second episode of Gumtree’s UpNext podcast is all about building more sustainable connections with consumers through new data technology. In this episode, Gumtree reveals a range of new technology partners and first-party tools designed to help brands and advertisers to more effectively connect with their target markets within the growing network of C2C marketplaces.
Series host Tim Burrowes is joined by Tim Lloyd, senior manager, adtech and data at Gumtree; Boris Guennewig, co-founder and CTO at Smrtr Data, and Tom Gregory, country manager ANZ, Lifesight to discuss how the world of data is keeping up with the shift towards a more sustainable future and the industry-wide challenges associated with the depreciation of cookies.
Listeners can tune in to learn more about Audience Engine, Gumtree Media’s new data tool designed to maximise efficiency for advertisers, by providing precision targeting at different life stages and moments within the customer journey. For example, from a person shopping for a pram or other baby items on the Gumtree network, Audience Engine can predict a likely life event of a growing family, identifying the user as a potential upsizer or opportunity for a new family vehicle.
Sticking with the auto theme, future market intent might be uncovered via someone reading editorial content or researching vehicle reviews on the leading editorial platform CarsGuide. Meanwhile, an in-market buyer might be adding a vehicle to a watch list, completing filtered searches on various characteristics, or be enquiring about a vehicle at a dealer or private sale. Audiences may also be listing their current vehicle for sale, indicating a potential trade-in opportunity as they upgrade.
The podcast will also introduce marketers to Gumtree’s new partnership with Smrtr Data and the Lifesight customer intelligence platform. These new partnerships will enable online data to be matched to the data signals on Gumtree’s marketplace, helping to achieve improved campaign efficiency and unlocking the possibility of attributing real-world campaign effectiveness by connecting both online advertising and offline retail environments.
These tools and partnerships have the ability to unlock opportunities for brands to connect with customers across Gumtree’s combined network of Gumtree, CarsGuide and Autotrader and 7.8 million unique monthly users – while keeping sustainability, the circular economy and data privacy front and center.
To learn more, tune into this episode of Gumtree’s UpNext: The Future is Sustainable series here, or stream every episode below. This is a must-listen podcast for in-depth insights on the future of marketing within the circular economy and how brands can better connect with their consumers through technology.