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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 client's campaigns have involved up-selling, cross-selling, increasing spend,
and launching new products. The work of our consultants involved identifying suitable
customer groups through segmentation. Our consultants analysed the data detailing past
customer behaviour to see what customer groups would respond best to current campaigns,
and to enable our client to provide different messages and value propositions to different
sets of customers. 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. Our consultants enabled our client to direct the
campaigns to the customer groups most likely to respond to them.
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