Sensis Data Solutions has partnered with Roy Morgan for Helix Personas to bolster client data.
Sensis Data Solutions’ existing demographic will be overlaid with information from Helix Persona, such as psychographic information, providing clients with a comprehensive view of their database.
The partnership has been designed to allow clients the opportunity to develop a deeper understanding of who their customers are, create precisely targeted marketing campaigns and optimise marketing spend by using the most effective messaging and media channels.
“Adding Helix Personas to Sensis Data Solutions’ range of data washing capabilities takes us from strength to strength. The world of data is constantly changing and Sensis Data Solutions lead the way in adapting our products to keep up with the latest developments and meeting customers’ evolving needs," Sensis executive GM Stephen Palmer says.
"By integrating Australia’s only psychographic segmentation tool into our leading data validation services, we’re giving customers the unique opportunity to add another dimension to their already valuable data.”
Helix Personas uses psychographic insights to segment the Australian population into seven communities and 56 distinct personas.
The tool also incorporates drivers and predictors of future behaviour - consumer’s values, beliefs and attitudes.
“Helix Personas is the market leading consumer segmentation product, and the only psychographic segmentation of the Australian population. Data quality underpins Helix Personas, so partnering with Sensis Data Solutions is a perfect fit," Roy Morgan Research chief digital officer Howard Seccombe says.
"It’s an exciting time, not only for us and our partners, but for the brands that are now equipped to identify and reach their target audiences more simply, clearly and precisely than ever.”
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