Predictive Analytics - NZ Post - Lord of the Rings Stamps
New Zealand Post Stamps wanted to target an offer to sell a set of their Lord of The Rings Stamps Collectibles to the 10,000 people most likely to buy.
Sysware worked together with Mapnet to identify those people. Mapnet geocoded the existing New Zealand Post stamps customer database and referenced the customer addresses to Census meshblocks. This enabled Sysware to join the NZ Customer database file to the large database of information from the 2001 Census database. Sysware ran Data Mining procedures against this data, and identified the characteristics of current stamp buyers.
Sysware discovered that Stamps buyers have certain characteristics. They have a high probability of being born overseas, a high income, internet access and tend to have money invested.
Sysware then identified those meshblocks whose residents had the highest concentration of these characteristics. Sysware gave New Zealand Post a list of targeted meshblocks scattered all around New Zealand. We sorted the list by propensity to purchase, from which NZ Post mailed a high-quality promotional package to the top 10,000 addresses (excluding existing customers). Sysware also provided New Zealand Post with graphic representations of distributions and customer profiles.
The result of NZ Post utilising the Data Mining expertise of Sysware, and the Mapping expertise of Mapnet, was to achieve a vastly improved response rate, and a huge Return on Investment.
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