smrtr Data Universe

We believe the true picture only emerges from connecting several different views within a single data universe.

50 billion data points & counting

The smrtr Data Universe maps Australian consumers to a variety of data assets and aggregates outputs to protect privacy:

  • 5 million automotive purchase transactions
  • 40 billion data points on mobile usage and movement
  • 450 million data points providing insights on financial behaviour and attitudes
  • 2 billion transactions indicating spend behaviour
  • 8 million properties with information on their location, size and value
  • 100,000s survey based data points on peoples attitudes
Data Sets

How we do it

How we do it infographic
How we do it (data sets)

We collect a wide range of data on people, consumption, and behaviour across key industries.

How we do it (analytics)

We leverage data assets to create business intelligence products that can be used for analysis and marketing.

How we do it (Identity graph)

With smrtr Identity Graph providing the connector between different identifiers and our own data…

How we do it (platforms)

and already-built connections into technology to drive seamless communication strategies and execution.

Our data assets

Retail Transactions

We work with several different institutions, including banks and payment schemes to uncover purchasing behaviour insights from over 2 billion card transactions and 450 million bank transactions.

Example: We worked with a large shopping centre owner to help understand their trade areas, customer profile and leakage to competing centres from card transactions.

Real Estate Transactions & Values

We’ve connected CoreLogic data on over 8 million Australian residential properties including listing activity, values, tenure & property characteristics.

Example: We worked with a large residential property developer to help them target and filter the segments of the population that will be in-market to buy a new-build property.

Automotive Transactions

We collect purchasing data from over 50% of car dealers in Australia, containing 5 million vehicle purchases over the last five years, and covering make, type and price.

Example: We worked with a European luxury car brand to help launch a new model by identifying sub-segments of the car market and targeting them through digital advertising.

Device Behaviour

We collect anonymised data from several different providers of mobile data covering 11 million MAIDs with 50 billion location pings per year. This provides multiple views of the apps people use, their online brand engagement and the places they go.

Example: We helped a government department understand the needs, behaviour and interests of different groups of people in their jurisdiction.


We have data on 16 million adults in Australia, with connections via our Identity Graph. Demographics include age, gender, income, household structure, length of tenure, tenure type and net worth.

Example: We worked with a major Australian cultural institution to help them understand their core customer base and then diversify into different ages and ethnicities.

Identity Graph​

We combine a range of privacy-compliant IDs to create a connection between offline and online identities, onboarded in your preferred environment.

Example: We work with an appliances manufacturer to help manage and fill their customer and warranty database.

Relevant content

Got Questions?

We have all the answers! Well, maybe not all but we’ll do our best to help.