By Andrew Brain, director of data and growth, Seven Network
In today’s advertising landscape, one thing is clear: standing still isn’t an option. As audiences evolve, so must the ways we understand and connect with them. At Seven, we’ve taken a bold step forward with 7REDiQ, a platform designed not just to analyse who your audience was yesterday but to predict who they’ll be tomorrow.
This evolution – from hindsight to foresight – is more than just a data modelling advancement. It’s a paradigm shift that empowers advertisers with actionable insights and unprecedented transparency. With 7REDiQ and the newly launched REDiQ4U platform, we’re putting the future in the hands of brands, giving them tools to surface insights, that lead to better planning, buying and measuring campaigns in an increasingly complex market.
Why Audience Intelligence Needs to Evolve
For too long, the industry has been stuck looking backward. Traditional customer data platforms (CDPs) excel at aggregating historical and real-time data – what audiences did, watched, or bought – but they stop short of offering actionable foresight, what will happen. That’s where 7REDiQ comes in.
At its core and to be crystal clear, 7REDiQ isn’t a CDP; it’s a data intelligence platform that redefines what’s possible in audience insights. Built on a foundation of nearly 14 million Australians and enriched by over 3,000 unique data points, it’s designed to move beyond generic demographic profiles. Instead, it delivers a rich, dynamic picture of consumer behaviour, preferences, and intent via an interactive dashboard. Users can literally see the datasets in situ that drive confidence in the datasets to drive targeting outcomes.
What sets 7REDiQ apart is its predictive power. Developed in partnership with Ticketek’s analytical arm, Ovation, and Databricks, our AI-driven capabilities enable us to forecast audience behaviours with 95% accuracy up to 28 days in advance. This isn’t guesswork; it’s data science, rigorously tested to help brands anticipate shifts in engagement and make data-driven decisions with confidence.
REDiQ4U: Putting Power in the Hands of Brands
The launch of REDiQ4U is a direct response to what advertisers have been asking for: greater understanding, transparency and usability. With REDiQ4U, we’ve created a secure platform that allows brands to dive directly into 7REDiQ’s insights, tailoring them to their unique needs.
It’s more than access; it’s empowerment. Through REDiQ4U, advertisers can explore and act on data from a robust ecosystem of partners, including Visa, Ticketek, Coles360, Car Expert, Raiz, Equifax, LandmarksID and Weatherzone. These partnerships provide a holistic view of consumer behaviour, from transactional insights to real-world movement patterns.
No other platform in Australia offers this depth of integration. While traditional CDPs will deliver audience segments of your audience, REDiQ4U offers a full narrative. It’s not just who your audience is; it’s where they shop, what they care about, and – crucially – where they’re heading next, that agencies and brands can access directly.
Andrew Brain – Director Data and Growth of Seven
A Gamechanger for Advertisers
The implications for brands are enormous. With 7REDiQ, advertisers can shift from reactive to proactive strategies, aligning their campaigns with not just current but future audience behaviours. This foresight enables precision targeting and maximises return on investment in ways the industry hasn’t seen before.
For example, imagine knowing not only that a key audience segment is engaged with your content today but also that they’re likely to shift their focus to a related product or service in four weeks. Armed with this insight, you can tailor your messaging, optimise your media spend, and create meaningful connections with consumers at exactly the right moment.
Take the predictive capabilities of 7REDiQ during major live events like the AFL Grand Final. We can pinpoint audience segments by age, geography, interests, and even transactional behaviours, giving brands a clear, actionable pathway to engage their most valuable customers. This will be huge for the 2025 AFL season, where brands will be able to unlock predictive insights on fans of clubs and their different consumer behaviours and brand affinities.
Beyond Data: The Role of Collaboration and Innovation
Looking ahead, the future of audience intelligence isn’t just about better data – it’s about smarter collaboration. Through integrations with clean rooms like Karlsgate, LiveRamp and Databricks, we’re making it easier for brands to merge their first-party data with ours, creating privacy-compliant, custom audience segments that amplify campaign impact.
Our new AI Factory is another key part of this vision. As an innovation hub, it’s designed to help brands co-create GenAI-driven strategies that push the boundaries of what’s possible in audience engagement. Whether it’s piloting AI models to predict churn or using dynamic ad personalisation to extend viewer engagement, the opportunities are endless.
The New Standard for Audience Engagement
At Seven, we believe audience intelligence should be as dynamic and forward-thinking as the people it aims to understand. That’s why we’ve invested in making 7REDiQ not just a tool for analysis but a platform for action.
With REDiQ4U, advertisers now have the keys to a system that’s transparent, interactive, and unparalleled in its scope. By combining predictive accuracy, deep integration, and a commitment to innovation, we’re not just keeping pace with the future – we’re shaping it.
For advertisers, the message is clear: the future of audience engagement is here. And with 7REDiQ, it’s yours to harness.
In partnership with Seven Network
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Top image: Andrew Brain