A03
Life Stages
Young / Growing Families
12.8M
44% reachable pop.
Any 18+ with kids 12 or under, or expecting a baby in the next 12 months.
CCS Signals
Kids 0–12
New Parents
Family Essentials
Best For
FMCG, baby, retail, telco family plans
MERKURY · COPO · CCS
Dentsu is the only agency that can. Merkury connects 20M+ consumers at person level with 10,000+ CCS attributes. COPO turns that panel into a live consumer-in-your-pocket: so brands test, plan and activate against real African humans, not assumptions.
CONSUMERS AT PERSON LEVEL
CCS ATTRIBUTES PER PERSON
META & GOOGLE MATCH RATES
OUT-OF-THE-BOX AUDIENCES
THE STACK
Two platforms.
One source of truth.
Merkury makes real people addressable. COPO makes them answerable. Both run on the same single-source CCS panel — the biggest investment in real-people understanding on the continent.
IDENTITY & DATA PLATFORM
Merkury
Dentsu’s people-based marketing platform. 20M+ South African consumers at person level, enhanced with 10,000+ best-in-class CCS attributes — so brands move from probabilistic guessing to deterministic targeting, measurement and attribution.
20M+ consumers at person level, secure 1P data matching
10,000+ CCS attributes for human understanding
50–65% Meta match rate · 60–70% Google match rate
Audience → Plan → Activate → Measure, end-to-end
Interoperable with AWS, GCP, Azure, Snowflake, Salesforce, Adobe
CONSUMER IN YOUR POCKET
COPO
The single AI agent built on the CCS panel and real-time Pulse data. Test ideas and creative early, sense-check strategies and journeys, and turn insight into action instantly — without slow surveys, focus groups or global benchmarks that miss African realities.
Test creative & ideas before you invest
Sense-check strategies, journeys and propositions
Built on the CCS panel (10,000+ traits) + live Pulse
Synthetic personas powered by real African data
Client data stays in client environment — fully revocable
CONSUMER CONNECTION SYSTEM
The biggest single-source panel for real-people understanding.
More than 10,000 attributes across channel planning, decision-making, demographics, attitudes, opinions, personalities and hobbies — the human layer underneath every Merkury ID.
Products & Brands
Brand affinity across 50+ brands · air travel · technology ownership · ad receptivity & influencers.
Media Role & Opinions
The role of media · usage by time of day · reliance, affinity and attitudes across properties.
Attitudes & Interests
Lifestyle statements · word-of-mouth & influence · issues concerned about · future plans.
Media Footprint
TV, magazines, newspapers, cinema, music, internet, mobile, gaming and OOH — channel-by-channel.
HOW IT WORKS
Audience → Plan → Activate → Measure.
01
CCS Panel
Single-source panel data across demographics, attitudes, media, brand affinity and category behaviour.
02
Merkury ID
Match 1P data into the Merkury graph and enhance with 10,000+ attributes at person level.
03
Activate
Onboard deterministic IDs into Meta, Google and programmatic with 50–70% match rates.
04
Measure & COPO
Close the loop on reach-to-sales and pressure-test the next idea through COPO before you spend.
Out-of-the-box Audiences
40 ready-to-activate Merkury audiences
Pre-built from CCS panel data with South African size and % of economically active reachable population. Activate via Meta, Google and programmatic — or commission a custom segment.
A01
Life Stages
Sinks — Young Singles
2.2M
7% reachable pop.
Single adults 30–44 in households of one — independent, high disposable income earners.
CCS Signals
Solo Households
30–44
Urban Professional
Best For
DTC, premium lifestyle, fintech, travel
A08
Life Stages
Empty Nesters
3.6M
11% reachable pop.
Age 50+ with kids 18+ — high net worth, time-rich and reconsidering categories.
CCS Signals
50+ Age
Independent Kids
Wealth Accumulation
Best For
Investments, healthcare, travel, automotive
A13
Occupation
Entrepreneurs
3.8M
12% reachable pop.
CEOs, business owners and self-employed individuals — decision-makers driving SME growth.
CCS Signals
Business Owner
B2B Intent
Cash-Flow Tools
Best For
Business banking, SaaS, B2B telco, insurance
A09
Occupation
Management
3.5M
12% reachable pop.
Junior, middle and senior management or supervisors — disposable income with career momentum.
CCS Signals
Management Title
Upward Mobility
Professional Dev
Best For
Premium auto, financial services, edtech
A14
Everyday Consumers
Main Grocery Buyers
13.3M
46% reachable pop.
Always responsible for the household grocery shop — the gatekeepers of FMCG spend.
CCS Signals
Primary Shopper
Brand Decision-Maker
Promo Aware
Best For
FMCG launches, retailer co-op, loyalty programmes
A16
Everyday Consumers
Affluent
12.4M
43% reachable pop.
Never compares prices between brands before choosing — brand-loyal premium spenders.
CCS Signals
Price-Insensitive
Brand-Loyal
Premium Baskets
Best For
Luxury, premium FMCG, financial services
A18
Everyday Consumers
Environmentally Conscious
8.4M
29% reachable pop.
Eco warriors committed to protecting the environment and brands that do the same.
CCS Signals
Sustainability
Ethical Buying
Recycling Habit
Best For
Sustainable brands, energy, plant-based, ESG
A24
Hobbies & Interests
Music Lovers
13.8M
48% reachable pop.
Streams music daily — passionate, always discovering new artists and playlists.
CCS Signals
Daily Streaming
Concert Intent
Artist Follow
Best For
Telco data plans, streaming, FMCG sponsorship, events
A22
Hobbies & Interests
Movie Lovers
11.5M
40% reachable pop.
Watches series and movies on demand more than 3 times a week — bingers and weekend viewers.
CCS Signals
SVOD Multi-Subscriber
Late-Night Viewing
Series Binger
Best For
Streaming, snacks, retailer co-promo, telco
A2B
Hobbies & Interests
Tech Adopters
8.1M
28% reachable pop.
Self-described tech experts — early adopters who keep up with trends and influence purchase.
CCS Signals
Premium Device
Early Adopter
Tech Content
Best For
Devices, fintech, mobile telco, electronics
A25
Hobbies & Interests
Power Gamers
4.8M
17% reachable pop.
Console or PC gamers with recent activity in the past 24 hours.
CCS Signals
Console / PC
Daily Play
eSports Follower
Best For
Gaming brands, energy drinks, telco fibre, devices
A30
Travel & Real Estate
Business Travellers
7.7M
27% reachable pop.
Frequent business flyers — 4–5+ trips a year, on the move and brand-aware.
CCS Signals
Frequent Flyer
Hotel Loyalty
Card Rewards
Best For
Airlines, hospitality, premium banking, fuel
A33
Travel & Real Estate
Home Buyers
6.8M
23% reachable pop.
Purchased a new home in the last 12 months — high-value cross-sell window.
CCS Signals
Recent Purchase
Home Setup Spend
Insurance Need
Best For
Furniture, appliances, insurance, home loans
A35
Intenders & Banking
Auto Intenders
9.5M
33% reachable pop.
Looking to purchase a new vehicle in the next 12 months — in-market and comparing.
CCS Signals
In-Market
Finance Research
Dealer Site Visit
Best For
Auto OEMs, dealers, motor insurance, vehicle finance
A37
Intenders & Banking
Home Loan Seekers
2.8M
10% reachable pop.
Actively looking to buy a house in the next 12 months and shopping for finance.
CCS Signals
Mortgage Research
Pre-Approval Intent
Bank Comparison
Best For
Home loans, banks, insurance, conveyancing
A39
Betting
Online Betting
10.4M
36% reachable pop.
Highly active online gamblers — frequency from a few times a week to multiple times a day.
CCS Signals
Sports Betting
Daily Activity
App Installs
Best For
Sportsbooks, casinos, payments, fantasy
Sizes are South African economically active reachable population. Custom audiences built per brief against the full 10,000+ CCS attribute set.
COPO · Consumer In Your Pocket
One agent. Infinite consumer conversations.
Surveys are slow and expensive. Focus groups don’t scale. Global benchmarks miss African realities. AI without real data is just guessing.
COPO replaces all of it with a single AI agent built on the CCS panel — synthetic personas grounded in real South African humans, queryable in seconds.
Test ideas & creative early
Pressure-test concepts, claims and routes against synthetic personas built on real CCS data.
Sense-check strategies
Stress-test journeys, propositions and pricing before they ever reach a focus group.
Reduce risk before investment
Replace slow, expensive surveys with instant directional answers grounded in panel truth.
Turn insight into action
From question to decision in minutes — not weeks. One agent, infinite consumer conversations.
Where The Data Lives
In the client’s environment — never co-mingled with other organisations’ datasets.
Governance
Clients retain full governance. Access is revocable at any time.
Privacy First
Authenticated, consented data. Built for POPIA, GDPR and walled-garden compliance.
Why It Matters
“Data is the foundation of everything we do at Dentsu.”
Dentsu · Merkury & COPO
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