helix personas: the future of customer profiling in new zealand
DESCRIPTION
Already heralded as a game-changer in Australia, Helix Personas is a new breed of segmentation tool that delivers the most detailed, accurate and usable customer and audience profiling available. Helix Personas is a fresh approach to consumer segmentation, allowing businesses to identify, understand and communicate with Kiwis more effectively (and cost-effectively) than ever before.TRANSCRIPT
Helix Personas – Application Examples
1. Media Planning/Evaluation: choose the right media mix to reach your target with optimal ROI
3. Look-a-like Targeting: find
more customers like your ‘best’ customers
4. Property/Network Optimisation: identify
areas to add, close or refurbish stores based on understanding your customers & product demand
2. Creative/Communication Optimisation: produce the right look, feel & tone to ensure your message is conveyed to your target audience
6. Data Integration: link customer databases,
transactional systems & 3rd party data to unlock value, utility & meaning
5. Audience Profiling & Valuation: media owners
can unlock the ‘true’ value of their audiences by better defining their value & connecting them with Brands
1. Media Planning & Evaluation
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
OTS – Media buy
Luxury car owners
Helix improves clicks, dwell time and conversion for
mobile advertising
1. Media Planning & Evaluation: Digital
Get your message right using Helix Personas & Roy Morgan Reactor
2. Creative/Communication Optimisation
Phil Goff talks about Murray
McCully
Where to find more customers like your own
Discover other Personas you could be targeting
3. Look-a-Like Targeting – Car Manufacturer Customers
3. Look-a-Like Targeting – Car Manufacturer Customers
706 Still Working Index: 175 v%: 5.3%
704 Areas in Transition Index: 164 v%: 5.0%
302 Career & Kids Index: 162 v%: 4.9%
208 Cultural Pioneers Index: 146 v%: 4.5%
404 Family First Index: 146 v%: 4.4%
102 Smart Money Index: 264 v%: 3.8%
101 Bluechip Index: 246 v%: 3.6%
103 Self-made Lifestylers Index: 207 v% 3.0%
104 Status Matters Index: 207 v%: 3.0%
106 Worldly and Wise Index: 170 v%: 2.5%
608 Older Set for Life Index: 151 v% 10.4%
506 New Kiwis Index: 133 v% 9.1%
202 Healthy, Wealthy and Wise Index: 131 v% 9.0%
101 Bluechip Index: 131 v% 9.0%
706 Still Working Index: 131 v% 8.9%
106 Worldly and Wise Index: 186 v% 14.0%
103 Self-made Lifestylers Index: 146 v%: 11.0%
302 Career & Kids Index: 135 v%: 10.2%
202 Healthy, Wealthy and Wise Index: 128 v%: 10.2%
501 Better Days Index: 127 v%: 9.6%
3. Look-a-Like Targeting – Car Manufacturer Customers
608 Older Set for Life Index: 151 v% 10.4%
506 New Kiwis Index: 133 v% 9.1%
202 Healthy, Wealthy and Wise
Index: 131 v% 9.0%
101 Bluechip Index: 131 v% 9.0%
706 Still Working Index: 131 v% 8.9%
46% of
Mazda Owners
All vehicle brand health
metrics can be analysed by
Helix Personas
Awareness
Rejection
Intention
Satisfaction
Loyalty
Index = 130
Index = 196
Index = 111
Index = 109
3. Look-a-Like Targeting – Car Manufacturer Customers Approx. 9% of ‘Older Set for Life’ intend to buy a new car in the N4Y. But now ‘Older Set for Life’ are almost twice as likely to want to buy a Suzuki……
Set for Life
76% more
likely
to select
newspapers as the
media most useful
for buying a Car
Set for Life
Media Usage and Sports Watched
3. Look-a-Like Targeting – Car Manufacturer Customers How do to find & target ‘Older Set for Life’
4. Property/Network Optimisation Where to locate new stores using Helix Personas
35.3% 44.1%
80% of Glengarry’s customers
are in the 100 Leading Lifestyles and 200
Metrotech Communities
= Current Stores Locations
4. Property/Network Optimisation Potential store location based on where 102 Smart Money & 201 Young and Platinum live
Helix provides audience amplification
Helix Identifies multiple niche audiences which were
previously seen as one (lost in the average)
5. Audience Profiling & Valuation
607 Older Progressive Thinkers
608 Older Set for Life
102 Smart Money
103 Self-made Lifestylers
508 Rural Traditionalists
404 Family First
401 Castle and Kids
304 On Their Way
503 Making Ends Meet
504 Conservative Lifestyle
201 Young and Platinum
203 New School Cool
505 Island Culture
102 Smart Money
606 Twilighters
208 Cultural Pioneers
509 Doing it Tough
206 Big Future
101 Bluechip
202 Healthy, Wealthy and Wise
5. Audience Profiling & Valuation
Whether delivering to a Street Block or all of New Zealand
PMP has you covered
You tell PMP which Personas to target and they’ll deliver to them
Get super precise with direct mail lists and telephone numbers
All targeted by Helix
1.7 Million Households, 2.2 Million Individuals, 700,000 telephone numbers
Target with Helix on the Mobile Platform
In the mad, mad world of mobile advertising enjoy 50% uplift
in conversion rates by using Helix targeting.
Access programmatic buying exchanges with eyeota and Helix
Helix Personas are now accessible and actionable via all leading buying platforms for targeting across all sources of inventory
Optimise your retail marketing tactics and strategies with Retail Oasis
Retail Oasis have been using Helix to assist retailers understand their customers, more effectively engage with them and ensure the
products and services they offer match the surrounding market
Spatial analytics meets psychographic targeting
Drive time analysis, retail location planning, outdoor advertising
and local area marketing with a Helix twist
www.HelixPersonas.co.nz
For More information Contact:
Pip Elliott, General Manager, Roy Morgan Research NZ Telephone: +64 (9) 912 7032 Mobile: +64 (0)21 444 506
Email: [email protected]