Audience Group Enhances Its Audience Targeting Strategy

Roy Morgan has launched the next generation of the world’s only psychographic consumer segmentation and data integration platform, Helix Personas, offering clients the most powerful way yet to understand what drives their customers and boost their marketing return-on-investment.

Helix Personas uses deep psychographic insights, far beyond simple demographics, to segment consumers into targetable audiences. It incorporates values, beliefs and attitudes – which are the best predictors of consumer behaviour – so clients can reach their customers and prospects most effectively, with messages that resonate.

Helix Personas classifies the Australians population into 54 unique mindsets, or ‘Personas’, that are grouped into six communities (see chart below). Helix Personas is the ‘connective tissue’ that makes sense of, enriches, and integrates disparate datasets.

Clients can discover who they are talking to and the right way to talk to them. This ensures that their marketing and communications strategy is relevant and resonates, and therefore more likely to change behaviour and drive engagement. Much of consumer behaviour – including why consumer buy and choose particular brands – is driven by their core values, such as the need for control, the need for belonging, the need for recognition or status and the need for connection or security. Understanding these core drivers and speaking directly to them offers a powerful way to cut through the clutter to develop meaningful connections that persuade consumers around to your way of thinking.

View the Success Story of Audience Group using Helix Personas:

James McDonald, Director, Audience Group, said of Helix Persona’s ethical targeting power:

“Targeting in a privacy compliant way is becoming increasingly difficult. Helix Personas allows us to use the rich insights of our client’s first party data to better target their advertising investment without having to expose any Personal Identifiable Information (PII). Helix Personas allows us to define category buyers without the need for third party data. Beyond its use as a segmentation and creative tool it is also a wonderful media targeting tool.”