Qrious, the information analytics-as-a-service business launched by Spark New Zealand in March 2014, has partnered with Roy Morgan Research to provide greater insights into the New Zealand market.
The partnership will leverage the information analysis capability of Qrious and the Helix Personas segmentation tool developed by Roy Morgan Research.
Qrious says this will deliver detailed customer and audience profiling of major events, retail areas, outdoor advertising, as well as insights into the segmentation of customer bases and proactive churn management.
John Ellenberger, Roy Morgan Research Helix Program manager, says, "This is particularly exciting in the areas of real time geo-location and profiling. Totally anonymous and privacy compliant, this solution will be able to identify the characteristics of residents in any geographic location at any point in time.
"For example, a shopping centre can understand the Helix Personas profile of visitors at 10am on Friday morning compared to 11am Saturday. The potential retail applications are mind boggling.
Ed Hyde, Qrious chief executive, says, "We want to help businesses and organisations continue to improve the way their products and services meet their customer wants and needs.
"With the addition of Helix Personas, we can better understand different types of consumer segments and we can help organisations better serve the needs of different consumer types.
Hyde says, "As we know, the smart use of information is becoming increasingly important in this new digital age.
"This exclusive partnership to merge the Helix persona data with anonymised Mobile network information creates a highly differentiated proposition for the New Zealand market whilst allowing us to maintain a structured approach to privacy.
