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Understanding your customers in a digital world with Helix Personas

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As presented at ADMA Engage 2013, this presentation shows marketers how Helix Personas, the new psychographic segmentation model by Roy Morgan Research, can help you better target your customers and …

As presented at ADMA Engage 2013, this presentation shows marketers how Helix Personas, the new psychographic segmentation model by Roy Morgan Research, can help you better target your customers and potential customers. Case studies include liquor retailing, supermarket local area marketing, department store customer segmentation and media profiling.


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  • 1. Understanding your customers in a digital world with Helix Personas The right message To the right market Using the right channels Join the conversation @adma #admaengage
  • 2. 76% 78% Landline Households Mobile Only Households Have a Landline connection 20% Have Mobile only Of households have internet connection Internet Connection 70% Of households have broadband Technology Pay TV Households 63% 28% Of Australians have access to Mobile Internet (incl. Mobile Phone) Have Pay TV Mobile Internet Join the conversation @adma #admaengage
  • 3. 68 39 % % Technology gives me more control of my life Worried about privacy invasion Attitudes to Technology 34 % Happy to give credit card details 67 % Technology changing too fast Join the conversation @adma #admaengage
  • 4. Growth in Technology Devices 4 year Trend 2009-2013 4x growth Since 2010 11.2m own a 10x growth Since 2010 7.7m own a Tablet Computer 1.4x growth 13m own a Laptop/Notebook 9x growth Since 2010 2.5m own an E-Reader 20% decline 11m own a Desktop computer Smartphone Join the conversation @adma #admaengage
  • 5. 5 year readership Smartphone GROWS for metropolitan daily newspapers (print & online) Owners read newspapers on their phone Often notice advertising when watching videos online 2M Streamed FTA TV online 7% Streamed radio In last 4 weeks 15% Media 4.3M 1.6 M Looked up website because of TV Streamed music online In last 4 weeks 34 % Of Australians like to surf the net while they watch TV Join the conversation @adma #admaengage
  • 6. Paid over the internet: ATM 78% 20% 24 % 10M Did banking & finance activities online In the last 4 weeks Internet 53% Branch 46% Banking & Finance Internet Banking Transactions by Smartphone Phone 19% have increased by 52% 10.5M Paid bills online, while 1.3M Paid bills via Smartphone Join the conversation @adma #admaengage
  • 7. % 22 of full-time employed use LinkedIn 24%YouTube users are in the top AB quintile & 3.1MM are aged 35-49 yrs. Instagram most likely to have 52% Early Adopters Communities In the past year Twitter up 40% 2.9M visitors 15% of total population 53% online shoppers Male versus Female: Facebook YouTube Twitter Pinterest LinkedIn Smartphone owners use them for online communities 46%54% 52%48% 57%43% 38% 62% 60% 40% Join the conversation @adma #admaengage
  • 8. 56% Aussies Have now shopped online % 26 % visitedlast 4 weeks 38 in the Shopping Online shoppers shop less in stores $2.7Billion Spent on Fashion 19% 8% Smartphone users shopping around e.g. Smartphone owners 20% Feel comfortable giving their personal details over the internet Join the conversation @adma #admaengage
  • 9. The Path to Understanding Customers • Many businesses say “It would be great if we knew our customers better.” • Organisations know from their transactional systems what their customers buy. • What they don’t understand is: – What Motivates them – Their Behaviour – Their Lifestyles – Their Beliefs – Their Values • Roy Morgan asks these questions every day and has created a unique psychographic segmentation of the Australian Consumer... Join the conversation @adma #admaengage
  • 10. Helix Personas – a new segmentation framework • Key Link between • Customer databases • Transactional systems • Third party data • Surveys • Roy Morgan Surveys • Behavioural and Values based not just demographics • Projected to every household in Australia • Dynamic, updated monthly to reflect changing consumer patterns. Join the conversation @adma #admaengage
  • 11. Join the conversation @adma #admaengage
  • 12. Join the conversation @adma #admaengage
  • 13. Digital Universe by Helix Personas Banking, Shopping & Communications 205 Social Flyers 111 Set for Life Have a smartphone as main mobile phone 62% 37% iOS (Apple) 50% 16% Tablet computer (e.g. iPad) 31% 24% Did one or more blogs & online communities activities online in the last 4 weeks 55% 18% 31% 19% 69% 45% 62% 35% 49% 31% Downloaded an application in the last 4 weeks via main mobile phone Did one or more banking & finance activities online in the last 4 weeks Did one or more buying, selling, shopping activities online in the last 4 weeks Bought one or more products using the Internet in the last 4 weeks Join the conversation @adma #admaengage
  • 14. Digital Universe by Helix Personas 205 Social Flyers Did one or more entertainment & amusement activities online in the last 4 weeks Did one or more advertising activities online in the last 4 weeks Heavy Addressed Mail Readership (4+ items per week) Heavy Unaddressed Mail Readership (9+ items per week) I find technology is changing so fast, it's difficult to keep up with it I feel comfortable giving my credit card details over the Internet I'd consider doing some of my grocery shopping on the Internet in the next 12 months I need a mobile phone to access the Internet 111 Set for Life 74% 37% 35% 24% 26% 30% 13% 24% 46% 72% 51% 29% 35% 20% 33% 21% Join the conversation @adma #admaengage
  • 15. Online Shopping Join the conversation @adma #admaengage
  • 16. Online Shopping - bought alcohol over the internet Join the conversation @adma #admaengage Helix Personas™
  • 17. Internet Alcohol Buyers Who are they, how should I communicate with them? Join the conversation @adma #admaengage Helix Personas™
  • 18. Where can I find them? New School Cool Rural Realists Join the conversation @adma #admaengage Helix Personas™
  • 19. Where can I find them? Rural Realists New School Cool Join the conversation @adma #admaengage Helix Personas™
  • 20. Let’s look at Store profiles Sydney IGA Stores – Helix Communities Leading Lifestyles Metrotechs Today's Families Aussie Achievers Getting By Golden Years Battlers Glebe Chipping Norton Join the conversation @adma #admaengage Helix Personas™ 20
  • 21. Glebe and Chipping Norton IGA Store Catchments 5km Radius Glebe Chipping Norton Join the conversation @adma #admaengage Helix Personas™ 21
  • 22. Top 10 Personas in each catchment Glebe IGA Chipping Norton IGA Join the conversation @adma #admaengage
  • 23. 20% of Glebe IGA = 203 New School Cool Top 3 Personas represent over 50% of the area within a 5km radius of Glebe IGA Basic Needs 250 Socially Aware 200 Fairer Deal 150 Visible Achievement 100 50 Traditional Family Life 0 Conventional Family Life Young Optimism Real Conservatism Look at Me Something Better Join the conversation @adma #admaengage Helix Personas™ 23
  • 24. 24% of Chipping Norton IGA = 507 Making the Rent Top 3 Personas represent over 50% of the area within a 5km radius of Chipping Norton IGA Basic Needs 200 Socially Aware Fairer Deal 150 100 Visible Achievement 50 Traditional Family Life 0 Conventional Family Life Young Optimism Real Conservatism Look at Me Something Better Join the conversation @adma #admaengage Helix Personas™ 24
  • 25. Media Join the conversation @adma #admaengage
  • 26. Media - Readership Profiles 106 Worldly and Wise 102 Smart Money 108 Successful Bureaucrats 108 Successful Bureaucrats 201 Young and Platinum 202 Healthy, Wealthy and Wise 208 Cultural Pioneers 208 Cultural Pioneers 303 Looking Good 102 Smart Money 107 Humanitarian s 202 Healthy, Wealthy and Wise 206 Big Future 203 New School Cool 203 New School Cool 203 New School Cool 106 Worldly and Wise 304 On Their Way 103 Self-made Lifestylers 303 Looking Good 208 Cultural Pioneers 401 Castle and Kids 202 Healthy, Wealthy and Wise 107 Humanitarian s 206 Big Future 507 Making the Rent 105 Financial freedom 501 Urban Optimists 106 Worldly and Wise 102 Smart Money 109 Progressive Thinkers 108 Successful Bureaucrats 102 Smart Money 107 Humanitarian s 501 Urban Optimists 109 Progressive Thinkers 108 Successful Bureaucrats 110 Savvy self-starters 504 Budget Lifestyle 402 Domestic Jugglers 107 Humanitarian s 206 Big Future 108 Successful Bureaucrats 207 Urban Entertainers 112 Full House Join the conversation @adma #admaengage Helix Personas™
  • 27. Helix Personas – David Jones Does reading a catalogue equal shopping there? Helix Communities & Personas 101 Bluechip 103 Self-made Lifestyle 102 Smart Money 106 Worldly and Wise 107 Humanitarians 105 Financial freedom 109 Progressive Thinkers 108 Successful Bureaucrats 110 Savvy self-starters 104 Status Matters 202 Healthy, Wealthy and Wise 111 Set for Life David Jones All Catalogues Read Or Department Stores Looked Into In The Last Bought From In The 4 Weeks (From Oct00) Last 4 Weeks ix ix 334 299 264 243 259 275 242 251 212 230 211 165 209 174 185 148 182 140 179 81 179 335 178 193 Join the conversation @adma #admaengage
  • 28. Join the conversation @adma #admaengage
  • 29. 2 Neighbourhoods, 2 Cities.... 1 Persona (Status does matter) Join the conversation @adma #admaengage
  • 30. Banking and Finance Join the conversation @adma #admaengage
  • 31. 0% 404 Family First 402 Domestic… 604 Fringe Dwellers 203 New School Cool 207 Urban Entertainers 204 Fit and Fab 304 On Their Way 504 Budget Lifestyle 801 Park/Indu… 30% 503 Making Ends Meet 401 Castle and Kids 108 Successful… 306 Average Aussie 112 Full House Banking & Finance - Customer Satisfaction Dissatisfied Customers 25% 20% 15% 10% 5% Join the conversation @adma #admaengage
  • 32. Using Helix in your business How does it work? Target Prospects or Customers Analyse Database Append Helix Personas to your database • Find our which Personas buy your products • Right Message • Right Media • Right Location • By Street Address Join the conversation @adma #admaengage
  • 33. Helix Personas provides the framework to understand your market www.helixpersonas.com.au Join the conversation @adma #admaengage