Actuarial consultant Finity and global market research company Nielsen have formed an alliance to provide more insights into customer purchasing patterns.

The analytics, data and research partnership aims to help finance and insurance businesses increase their marketing return on investment, with companies able to “put the magnifying glass” over customers to improve their understanding.

Finity says the available data set allows users to extend their findings to the entire Australian population, while segmenting by demographics, social nuances, purchasing behaviour and media consumption.

“Previously, this level of detail has not been available,” Finity director Aaron Cutter said.