geoemma FAQ

The most advanced audience analysis and mapping tool on the block

1. What is geoemma?

geoemma is a sophisticated audience geo-analysis tool for building local area marketing campaigns at a granular level.

It is customisable, allowing users to integrate their own locational data for greater precision in constructing local trade areas and media strategies from neighbourhood level upwards, creating consumer profiles more lifelike than ever.  For content marketers, geoemma provides the basis for better, more targeted communications, optimising ROI on local area marketing.

geoemma is the most advanced audience analysis and mapping tool on the block and is delivered via state-of-the-art mapping software.

2. How is geoemma unique?

While there are a number of geo-analysis tools currently available in the market, geoemma is unique in delivering geographical audience data, combined with attitudes, age discrimination, purchasing and media habits to present a more nuanced generational and socio-economic make-up of local areas.

geoemma reconstructs local environments, models a breadth of data using sophisticated and accurate geospatial algorithms which represents data at a local level.

geoemma is a Cloud based application which allows multiple users to collaboratively work together and run reports.

You don’t have to be an expert programmer or a highly trained analyst as geoemma is easy to use with “point and click” functionality and intuitive interface enables so you can be confident with modest training.

geoemma is easy to set up with rapid deployment of its sophisticated geospatial solutions for project teams and consultancies and available across multiple devices.

3. Which problem does geoemma solve?

For Publishers:

For Publishers, particularly at a community newspaper level, geoemma provides a sophisticated mapping tool which will enable sales teams to accurately profile both advertiser and publisher catchment area audiences. This will support more effective and more informed media conversations and when coupled with the Media Planner/Optimiser capability, immediate identification of the best title selections to reach specific target audiences. Importantly, the tool will also support circulation initiatives to drive targeted subscription growth.

For Agencies (media and creative):

Media agency interest is likely to focus most heavily on the Audience Finder and Media Planner/Optimiser capabilities of the geoemma tool. With the inclusion of rich emma data in Audience Finder, including off and online media consumption, Agencies will be in a position to make conclusive investment recommendations with a high level of accuracy.

For Creative and PR Agencies, the opportunity is in providing the basis for more targeted media communications. Combining geoTribe segments with attitudinal and activity data, magazine consumption, household spend data and an understanding of multi-cultural mix, they will have access to much richer insight to inform communication content and strategy.

For Advertisers:

Key product verticals including Retail and QSR will be the primary beneficiaries. Advertisers within these segments are likely to have interest in all the geospatial capabilities including profiling their own store and retail trade areas, profiling networks, ranking locations, utilising the audience finder fused with emma data and accessing the media planner/optimiser. Advertisers that already have access to a geospatial tool will be able to benefit from additional data-packs to inform their existing systems.

4. What are the benefits and business impacts of geoemma?


The Community/Regional newspaper Publishers will access a local area mapping software which will enable Publishers to show clients down to the neighbourhood level  the distribution areas of each of their publications, together with a summary of population, circulation, emma readership and where required, emma profiles. Client trade areas by outlet can also be displayed illustrating how different publications can reach consumers by retail trade area.

Agency Planners and Marketers

Media agency planners will be able to construct media strategies for specific trade areas. Marketers will be able to view down to street level using the integrated Street View feature,the trade areas of each of their outlets together with a summary of relevant emma populations. For example, a QSR (Quick Service Restaurant) marketer will be able to view each of their sites together with a summary by postcode of the local trade area by key emma population (e.g. QSR diners, media usage, healthy eating attitudes etc.). This approach will be most useful to QSRs, retailers, shopping centre operators, supermarkets etc.

5. Could geoemma be enhanced further with brand level product data?

Geoemma does not currently include vertical product data but this is an opportunity for the future where there is customer demand and where sample sizes for the content required is suitable. Automotive, Retail and QSR (Quick Service Restaurants) are key verticals for local area marketing and geoemma has the potential to add value to the local marketing effectiveness of these advertisers.


6. How is the geoemma database constructed?

geoemma brings together the emma database, which is rich in media usage, product usage/purchase, lifestyle and attitudinal data, with the RDA Research geo-demographic segmentations, census and household spend data delivered within the geoemma software. This base database will then be combined with:

a) Newspaper distribution, circulation & readership data
b) Retail networks and individual store trade areas

7. How is the data structured?

The geoemma database is built from a census based SA1 framework overlaid with a series of datasets including the RDA Research geosmart/geotribes segmentations, household spend data, and multiple layers of emma attitudinal, lifestyle and media usage data.

8. How can I get geoemma?

The tool will be offered as a comprehensive geospatial unit to all emma subscribers. In addition, standardised data-packs (of which there are multiple options) have been built which can be sold to customers with existing geospatial tools. For more information, please contact Brian Hogan, Executive Director at or your local Account Manager.

All non-subscribers should contact Ipsos to discuss subscription options:

Ipsos Australia (Head Office)
Level 13/168 Walker Street
North Sydney NSW 2060
T: +61 2 9900 5100 | T: 13emma

9. How will the data be delivered? Will it be available in DataFriend?

Subscribers are able to access the data within the geoemma application. All subscribers will be able to launch the geoemma software via an icon on the DataFriend toolbar.

10. How can the user (publisher or agency) present the data?

The users can present the data directly from the geoemma application or via downloadable PDF reports and excel tabulations.

11. How often is the data updated?

The emma data included in the first release of geoemma is based on the June 2014 release and will be updated with the September 2014 data-base. Thereafter, geoemma will be updated every 6-months.

Related articles

emma report

Get the latest emma report, tracking Australian attitudes and behaviour towards holidaying.

Download Now