Roy Morgan Releases New Helix Personas for Indonesia through the Eyeota Data Marketplace

Howard Seccombe

Howard Seccombe

September 06 2017 - In an increasingly fragmented, data-driven media landscape, Eyeota, the global leader in audience data, and Roy Morgan Research, a recognized leader in market research and data innovation have partnered to make Helix Personas Indonesia available in the digital, programmatic trading marketplace.

Helix Personas takes big data that’s often vast but shallow and humanises it, drawing on psychographic and behavioural data from Roy Morgan’s extensive Single Source Survey to classify the Indonesian population into 42 personas and six communities to create ‘deep data’.

The tool allows media agencies to unlock profound insights into their clients’ target audience by translating contact databases into easily understood and actionable personas. Using these insights media agencies can optimise media plans and creative to reach target audiences most effectively, with messages that resonate on a cultural and emotional level.

Brand owners can use Helix Personas to understand exactly who and where their customers are, including key values, purchasing behaviours, demographics and media habits. They can reduce marketing spend by knowing exactly where to advertise, and grow their businesses with strategically placed store locations, stocked with the most relevant products for their customers.

The partnership between Roy Morgan Research and Eyeota enables Indonesian advertisers to reach their target audiences in the digital landscape in real time, using sophisticated programmatic media activation.

“Roy Morgan has been measuring all aspects of Indonesian life for over 12 years with a quarter of a million interviews conducted, so we understand that it is a fast growing, diverse and mobile first market,” said Howard Seccombe [pictured], Chief Digital Officer at Roy Morgan Research. More...