The document provides an overview of using Helix Personas, a segmentation framework, to better understand customers in the digital world. It discusses how Helix Personas can be used to link customer databases and transactional systems to behavioral and values-based surveys to project psychographic profiles to households. These profiles provide insights into customer motivations, behaviors, lifestyles and beliefs to help businesses target the right message to the right market using the right channels.
Understanding customers in a digital world with Helix Personas
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
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
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
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
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