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Our consultants work as part of the marketing team at this NZ bank's
credit card division on various marketing campaigns. These campaigns are designed
to match client profiles to product propositions. Customer analytics, data mart
development and data management are key functions carried out by our consultants.
Our clients campaigns have involved up-selling, cross-selling, increasing spend,
and launching new products. They include identifying suitable customer
groups through segmentation, looking at previous customer behaviour to
see how that may impact current campaigns, and providing different messages
and propositions to customers based on individual behaviour. For example,
some customers are motivated by reward schemes, such as Fly-Buys or Air
Points while others are motivated by lower interest rates, card fees and
additional benefits like free travel insurance.
Analyses performed by our consultants have identified which Customers are
motivated by which types of marketing activity. Our client has found this valuable
in increasing the effectiveness of their marketing activities.
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