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.

1. Helix Personas New Zealand Launch
July 23, 2014

2. How Helix Works
Match your customers by geography
Post Code, Area Unit, Meshblock, Household

3. 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

4. Helix reallocates the 50%
of advertising that we all
know is wasted
1. Media Planning & Evaluation

5. 1. Media Planning & Evaluation

6. 1. Media Planning & Evaluation
Published in:

7. 1. Media Planning & Evaluation
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
OTS – Media buy
Luxury car owners

8. Helix improves clicks, dwell
time and conversion for
mobile advertising
1. Media Planning & Evaluation: Digital

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1. Media Planning & Evaluation: Digital

10. Get your message right
with Helix
2. Creative/Communication Optimisation

11. Get yourmessagerightusingHelixPersonas&Roy MorganReactor
2. Creative/Communication Optimisation
Phil Goff talks
about Murray
McCully

12. Where to find more
customers like your own
Discover other Personas you could be targeting
3. Look-a-Like Targeting – Car Manufacturer Customers

13. 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%

14. 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

15. 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 ‘OlderSet forLife’ intendtobuyanewcarintheN4Y.
Butnow‘OlderSetforLife’arealmosttwiceaslikelytowanttobuyaSuzuki……

16. 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 dotofind&target‘OlderSetfor Life’

17. Location, location, location
Helix finds the right location
4. Property/Network Optimisation

18. 4. Property/Network Optimisation
WheretolocatenewstoresusingHelixPersonas
35.3% 44.1%
80% of Glengarry’s customers
are in the 100 Leading
Lifestyles and 200
Metrotech
Communities

19. Glengarry Wines – Top2 Helix Personas
4. Property/Network Optimisation

20. = Current Stores Locations
4. Property/Network Optimisation
Potentialstorelocationbasedonwhere102SmartMoney&201YoungandPlatinumlive

21. Helix provides audience
amplification
Helix Identifies multiple niche audiences which were
previously seen as one (lost in the average)
5. Audience Profiling & Valuation

22. 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

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

24. 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

25. 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

26. 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.

27. 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

28. 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

29. Spatial analytics meets
psychographic targeting
Drive time analysis, retail location planning, outdoor advertising
and local area marketing with a Helix twist

30. 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: pip.elliott@roymorgan.com