New partnership delivers powerful understanding of customers

New partnership delivers powerful understanding of customers - 17th August 2017

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In its continuous pursuit for digital innovation, Roy Morgan announces a partnership with Melbourne-based Lexer.

Analysing real-time data from social and public sources, Lexer creates rich profiles of a brand’s customers and prospects. When integrated with Roy Morgan Helix Personas, the enriched customer profiling enables clients to reach beyond their current CRM to discover what matters most to their audience – LIVE.

According to Roy Morgan’s Chief Digital Officer, Howard Seccombe, this is another important addition to the Roy Morgan digital portfolio.

“Every day our clients use Helix Personas to inform their strategies, marketing campaigns and product development and it was obvious that we needed to find a way of connecting Helix Personas with real-time human data to provide context and structure around the Personas who generate, engage and follow in these conversations.

“For the first time we are able provide a simple solution if, for example, a brand launches a new product and wants to directly attribute feedback and sentiment gathered across public and social sources back to its target market and customers. This is the awesome power our new partnership brings to the table which finally unlocks the true value of social media.”

Roy Morgan and Lexer clients can now identify specific groups their audiences belong to and the content they’re sharing publicly – LIVE.

Lexer CEO, Dave Whittle, said the partnership opens up new opportunities for Australian companies to reach beyond current CRM.

"What’s special about this partnership is how quickly Lexer can combine Helix personas with CRM, shopping and social data to gain a new level of insight.
“Right now, we’re seeing clients using Helix Personas and Lexer Identities to elevate their approach to Marketing Strategy. They’re using deep data to create hyper-targeted, dynamic communications, to win and retain customers with insights and understanding their competitors simply don’t have.

“This partnership advances Lexer’s ambition to enable customer-obsessed organisations to gain greater understanding and deliver engaging communications to acquire, grow and retain them.”

About Roy Morgan

Roy Morgan Research is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

Twitter: @roymorganonline

About Lexer

Lexer helps leading brands to create personalised and impactful customer experiences. Their unique combination of enriched data and beautifully simple tools are trusted by global blue chip organisations including IAG, AFL, Qantas, Westfield, EA Games, Billabong, Rio Tinto and Government.

Twitter: @camplexer
Instagram: @camplexer
Offices: LA, Melbourne & Sydney


Simon Small
Director of Marketing, Solutions and Support
0412 465 095