SPE­CIAL AWARDS DI­RECT MAR­KETER OF THE YEAR: Emily Blu­men­thal Head of Cus­tomer Mar­ket­ing & In­sights at Food­stuffs New Zealand THE KEITH NOR­RIS DI­RECT MAR­KET­ING OR­GAN­I­SA­TION OF THE YEAR: West­pac

New Zealand Marketing - - Front Page -

Emily Blu­men­thal started her ca­reer work­ing in re­search- and in­sights-based roles for or­gan­i­sa­tions such as Tower and Coca-Cola, as well as work­ing across in­dus­tries and client firms for In­fo­tools, be­fore join­ing Food­stuffs in 2011. drawn from 14 dis­parate ar­eas cov­er­ing ev­ery­day trans­ac­tional, be­havioural and de­mo­graphic sources. West­pac utilises 53 mil­lion rows of data to cre­ate com­mu­ni­ca­tions at de­fined times across seven dif­fer­ent chan­nels, us­ing 572 con­text-spe­cific busi­ness rules, 127 cus­tomer at­tributes and a data­base of 500 ranked mes­sages, re­sult­ing in 806,990 pos­si­ble com­bi­na­tions within email alone. Ev­ery com­mu­ni­ca­tion is be­spoke, speak­ing to in­di­vid­ual cus­tomer needs, pro­vid­ing mar­ket­ing that speaks to what they are in­ter­ested in and most likely to adopt. West­pac’s tar­geted mar­ket­ing ap­proach also pro­vides op­por­tu­ni­ties for ac­qui­si­tion as well as con­tribut­ing to the sat­is­fac­tion of ex­ist­ing cus­tomers. For ex­am­ple, 40%+ of the new home lend­ing ap­pli­ca­tions re­ceived on­line are from non-cus­tomers. The bank talks to them di­rectly from the mo­ment they are ap­proved, just as with all 1.2 mil­lion other cus­tomers. Work­ing in CRM and loy­alty is of­ten an ex­er­cise in ex­treme pa­tience, de­ter­mi­na­tion and strong strate­gic vi­sion. 2014 was the year the rub­ber hit the road and cus­tomers of New World South Is­land were the first to ex­pe­ri­ence the new cus­tomer­centric ap­proach of Food­stuffs with the launch of New World Club Card. How­ever, it hasn’t stopped there as New World Di­rect has also been re­vamped, and sig­nif­i­cant devel­op­ment with FMCG part­ners on data in­sight into pur­chas­ing be­hav­iour has led to a bet­ter un­der­stand­ing of affin­ity prod­ucts and driven new con­sumer di­rect mail and email cam­paigns, with ex­cel­lent re­sults. Emily was se­lected as a key­note speaker at the DM Con­fer­ence in 2014 and has also judged the NZDM Awards, and the Re­search As­so­ci­a­tion’s NZ Awards.

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