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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. The work performed by our consultants includes identifying
suitable customer groups through segmentation by analysing past customer behaviour. This
work enabled our client to better target customers in current campaigns, and to providing
messages and value propositions to the customer groups most likely to respond.
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. By identifying which customers fell into
which groups our consultants enabled our client to better direct their marketing campaigns.
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