Gain insiGht

into the cultural oriGins of your customers

Australia is one of the most diverse and multicultural countries in the world. And this diversity is increasing and changing in character. For both commercial and public sector organisations, it is becoming more important to know and understand the market segments and tailor communication material accordingly. The challenge for many is that they do not have cultural information on their customers. Those that do have information, tend to rely on data that is incomplete, inaccurate or otherwise unreliable.

Use a powerful cultural analysis solution to enhance your segmentation for better business decision-making

GAIN INSIGHT INTO THE CULTURAL ORIGINS OF YOUR CUSTOMERS

Delivers low cost market insight
OriginsInfo combines data, technology and services to create more intelligent information on your customers. With Origins, a cultural analysis solution provided by OriginsInfo, organisations can now identify the cultural dimensions of their customers simply and costeffectively.

USE POWERFUL CULTURAL ANALYSIS

Robust master database: The core Origins database of almost 2 million names is compiled from comprehensive data sources covering 570 million individual names across 15 countries. This is supplemented by expert in-depth research into naming conventions for major regions accross the globe. Enhanced classification: Using the Personal name and Family name combination, Origins evaluates and appends a code to each of your records using a two-tier classification.
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Academic research supports the effectiveness and value of names for establishing cultural origin

Using market leading name recognition technology, Origins quickly establishes the cultural background of individuals to provide fact-based guidance to support research or communication initiatives. Your customer data is matched against almost 2 million unique, globally-sourced names so that you can determine the most likely:

Types: Classifies distinctive names by religion, language and geography for detailed drill-down analysis of key sub-segments Groups: Aggregated for manageable reporting and profiling

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Codes more than 99.5% of records

Cultural Origin anguage L eligion R

Easy to use solution: Origins takes less than 15 minutes to install and works with any standard text format data file. Origins works with small to large customer files and can code and profile millions of records in around 45 minutes. An intuitive cultural analysis tool, Origins offers:

Can be customised to meet your business needs

Ease of use ast processing F lexible integration F etailed reporting D xporting capabilities E

APPLY ORIGINS TO YOUR BUSINESS

95% accuracy on a representative customer file
C oding and data enrichment: Origins codes are attached to individual records enabling tailored marketing content and communications for individual customers. Market Profiling: Origins provides standard market profiles for customers, or subsets of customers, so that you can: C ompare your customer profile with a standard, pre-calculated market base, such as Australia as a whole, a State/Territory, or a major city Determine which cultural groups are under or over-represented D evelop culturally-relevant messages to your target audience

Up and running on a standard pc in just 30 minutes

P romote positive behavioural change

Provides a research-base for business actions and improves the effectiveness of your customer communications

As an additional service, OriginsInfo can develop a customised base that best fits your preferred market definition such as:

ACHIEVE GREATER BUSINESS RESULTS

Delivers key market research at low cost Identifies the cultural dimensions of customer behaviour Eliminates the risk of nonresponse from sensitive survey questions Informs message content and style for improved communications Creates campaign opportunities across all media channels Enhances customer experience and business outcomes Quantifies a business case and justifies actions

H ealth regions Sales territories Local government areas Any other nominated geography

A rea Analysis: Obtain data from OriginsInfo to allow you to create maps to identify, at sub-CCD level, areas of cultural concentration

Origins Group ANGLO-SAXON CELTIC EAST/SOUTH EAST ASIAN MUSLIM ITALIAN SLAVIC WESTERN EUROPEAN HISPANIC SOUTH ASIAN GREEK/GREEK CYPRIOT NORDIC AFRICAN JEWISH/ARMENIAN NOT FOUND OCEANIA UNCLASSIFIED Total

Students 2677 1153 828 711 654 563 397 279 228 217 78 60 39 27 23 5 7939

Students % 33.7% 14.5% 10.4% 9.0% 8.2% 7.1% 5.0% 3.5% 2.9% 2.7% 1.0% 0.8% 0.5% 0.3% 0.3% 0.1% 100%

Market % 37.5% 16.1% 5.8% 5.2% 13.5% 7.8% 4.6% 2.5% 0.7% 4.9% 0.9% 0.1% 0.3% 0.1% 0.1% 0.0% 100%

Index 90 90 179 174 61 91 109 143 396 56 107 527 156 596 310 157 100

ACCESS DETAILED RESEARCH AND ANALYSIS: A MARKET PROFILING SAMPLE

This sample report was the result of an analysis for an Australian tertiary institution to quantify the cultural skews within its student database. Once the cultural codes were allocated to the student base, results were compared to the market from which the students were mostly drawn. The Index column reflects the result of the comparison, where a figure of over 100 signifies an over-representation of a particular culture, and less than a 100 signifies an under-representation. Although small numbers suggest a cautious interpretation of some segments, the index provides valuable information. What impact does this knowledge have for their business? Here are two insights gained through the use of Origins together with the implications and opportunities for action.

Sample Origins Profile Report

Insight One
The profile reveals a greater diversity within the students than expected with notable over-representation from Asian, Muslim and African students

Insight Two
The profile reveals that students of Italian and Greek background are under-represented.

Business Implications
- Align campus facilities such as food, retail, prayer rooms - Consider academic calendar and schedule holidays - Tailor student support services - Consider new program opportunities - Attract funding to cater for special needs

Business Implications
- Hold focus groups to understand lack of interest - Consider current status and trends - Tailor marketing in areas that serve Italian and Greek communities

CONTACT ORIGINSINFO
Origins is used by organisations across the globe in most verticals including health, government, telecommunications, utilities, education, and finance. To improve your understanding of the cultural dimensions of your customers, contact us today:

Promote encouraging messages to relevant communities, schools and neighbourhoods to build on current success

Re-align courses and facilities to better meet needs and promote benefits of selecting this institution

Phone: (03) 9437 0498 Mobile: 0418 359 711 Email: info@originsinfo.com.au Web: www.originsinfo.com au

An example of how to apply Origins to your business