Helix Personas: the future of customer profiling in New Zealand

Helix Personas New Zealand Launch July 23, 2014

How Helix Works

Match your customers by geography Post Code, Area Unit, Meshblock, Household

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

Helix reallocates the 50% of advertising that we all

know is wasted

1. Media Planning & Evaluation

1. Media Planning & Evaluation

1. Media Planning & Evaluation

Published in:

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

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1. Media Planning & Evaluation: Digital

Get your message right with Helix

2. Creative/Communication Optimisation

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’

Location, location, location

Helix finds the right location

4. Property/Network Optimisation

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

Glengarry Wines – Top 2 Helix Personas

4. Property/Network Optimisation

= 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

The Helix Eco-system Media Agencies, Media Owners & Solution Partners

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]