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B&T > Media > Roy Morgan partners with Mi9’s Tipstone
Media

Roy Morgan partners with Mi9’s Tipstone

Staff Writers
Published on: 9th April 2014 at 5:06 PM
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Research company, Roy Morgan, has partnered up with Mi9’s new specialised data services venture, Tipstone which was announced last week.

The partnership aims to take online data and transform it into life-size consumer profiles for marketers.

 “As the most sophisticated, data-driven media owner in Australia, Mi9 has been quick to recognise the capability and value of Helix Personas to give depth to big data,” Tim Martin, general manager of media at Roy Morgan Research, said.

“Roy Morgan has long has the best, most accurate, wide-ranging and useful consumer data in the market. As a portable segmentation tool that simply overlays and magnifies a client’s basic data set, Helix Personas is a natural and logical fit for the digital space, and offers an array of collaborative opportunities.

Roy Morgan’s profiling tool, Helix Personas, will help form the basis of Tipstone’s data segmentation and analytical services for Australian businesses and will enable Tipstone to find connections between digital account activity and real-world behaviours, attitudes and lifestyles of Australians.

Tipstone is expected to be formally available from July 1, 2014.

Richard McLaren (pictured), Mi9’s managing director of data and services, has been appointed Tipstone’s founding chief executive officer.

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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