Data powered partnerships = sustainable outcomes

How data powered partnerships can help brands achieve sustainable outcomes, and how these are key to building life long connections with our shared customer.

2. New data technology with Audience Engine

We’re uniquely placed to understand our audiences like few others can.

Here are just some of the data signals that we collect, process and associate with these users, to create rich audience profiles for targeting on our network and beyond. By looking at what sellers are listing today, for example, we can predict their future purchase intent. We know that 90% of Aussie sellers consider replacing their pre-loved item with new items, so this is a great time to influence consideration.

Our Audience Engine offering for advertisers is built upon the data signals we collect across our network, plus data signals we onboard from partners and brands.

We’re able to connect with our authentic marketplace customers, at all phases of their purchase journey and life stage. Audience Engine gives you the opportunity to build deeper connections with our shared with our shared customer, the Super Intender, who visits our network with transactional purpose: a goal to research, sell or purchase.

We’ve partnered with other data focused organisations to enrich our understanding of these customers.

We take an agnostic approach to audience or database matching; giving brands the ability to match their known customers with our own, via secure and privacy compliant data clean rooms. That you can retain, upsell or even identify qualified lookalikes to your ideal customer. Our key data partners, the Smtr datasets, are built on 5M auto transactions, rich demographics and financial data from the credit bureaus. We combine these data signals with our own to enrich the quality of our purchase propensity models. Lifesight offers valuable insights into our audience interests and behaviours too. Importantly, their technology also helps us to attribute campaign effectiveness between the offline and online channels. We can now better demonstrate the brand uplift for the audiences exposed to the ads we serve, right through to when they explore an open home, test drive a vehicle at the car yard, or visit their local supermarket.

We can see when our audiences move out of the family home, perhaps get married, and even start a family of their own.

Their needs and wants are constantly changing. They may already be one of your known customers, and if so, we can give you insight into what they will be doing tomorrow. Our mission is to help our brand partners connect with these customers, with the right messaging, at the right time. *Audience Engine utilises anonymised user data, matched and managed by third-party partners LiveRamp or Infosum. Gumtree has no control or visibility of the independent data supplied by the client, brand or agency.

5. Build & maintain lifelong connections

As our marketplace booms and our customers return time and again, we optimize the messaging we show these users: whether they be young families searching for cots and prams, mature families pocketing some cash from lockdown cleanouts or the sustainability champion seeking to buy new, but doing so responsibly.

In a post third-party cookie world, Audience Engine gives brands a complete view on their marketing effectiveness and fosters that lifelong connection with customers.

Speak to your Gumtree or CarsGuide Media representative about how we can create sustainable outcomes for your brands.

*Nielsen; Monthly Total, Average Nov 2020 - Aug 2021 | Internal Data, Logged In Users, Jan - Sept 2021 | Audience Match/Engine utilises anonymised user data, matched and managed by third-party partners LiveRamp or Infosum. Gumtree has no control or visibility of the independent data supplied by the client, brand or agency. Source: 30 Day audience measured on Ad Server (Google Ad Manager) from period 1/9/21 to 1/10/21.