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The strategic advantage excellent data insight can provide is becoming increasingly important to New Zealand businesses. Through sharing learnings and experience, marketers can employ smarter data strategies to deliver tangible business outcomes.
Data-driven marketing can have outstanding results, opportunities to learn from industry peers and join together to discuss how to best utilise excellent data insight is incredibly valuable. The New Zealand Marketing Association (NZMA) is hosting the Smarter Data: Working Harder forum next week and expects over 150 marketing professionals to attend.
“We’re very excited to have Affinity Id’s CEO Geoff Cooper leading the lineup of speakers at Smarter Data. Affinity Id and Progressive Enterprises have demonstrated the power of data-driven marketing this year with the Onecard mySpecials programme. This programme uses exceptional data insight to deliver highly personalised communications which integrate seamlessly with email and web. A stand-out entry at the recent RSVP and Nexus Awards, the Onecard programme won several awards including the hotly contended Nexus Supreme,” says Sue McCarty, Chief Executive, NZMA.
Australasia has many exceptional data planners and thinkers who have transformed their organisations’ marketing investments through the smarter use of data. At the NZMA’s 2010 Smarter Data: Working Harder forum, a stellar lineup of data industry leaders will share their specialist expertise.
Smarter Data is a one-day forum which has become the stand out data-driven marketing day in Australasia and this year the speakers will discuss topics such as segmentation based on the science of human intention, the latest applications of social media analysis, and data-driven insights over the customer lifecycle.
The NZMA acknowledges the support of New Zealand Post, the official sponsors of Smarter Data for the third consecutive year. Through their support the NZMA is able to deliver an event featuring leading data specialists whose innovation and insight can be applied by New Zealand marketers and data professionals for increased business success.
2009 Smarter Data: Working Harder One-day Forum Speakers
Technology and the Lost Art of Direct Marketing
Geoff Cooper - CEO, Affinity id
Have we lost the art of direct marketing in pursuit of the big idea? Geoff, one of Australasia’s leading data gurus, will explore the data driven communication principles involved in undertaking complex communication programmes. In particular, he will reference the award winning work done with Onecard to help explain why continuing with simplistic campaign led thinking isn’t enough, what part micro campaigns have to play and why relevance really matters in driving results.
The Evolution of Segmentation: Quantitatively Introducing Human Intention
Branton Kenton-Dau - CEO, VortexDNA
Olav Jordens - Head of Analytics, Vortex DNA
How would we market to a customer if we knew their future intentions? Join Branton and Olav, two of the pioneers of the science of human intention, as they take us into a new world of segmentation. Hear real B2B and B2C case studies on how to deliver truly personalised products and services – improving customer retention, reducing churn, creating more effective online advertising and website design, and generating more precise risk profiling for financial services customers.
Purina Engagement Programme
Paul Hickey - Strategic Planner, Ogilvy
Susan O’Brien - Marketing Manager, Purina
Why don’t FMCG brand marketers use consumer data more? Paul, an accomplished database marketing strategist, teams up with Susan to reveal how Purina have achieved an amazing level of effective customer engagement, despite data limitations. The result: a programme that has acquired, qualified, and segmented nearly 125,000 pet food owner households, individually targeting those with more revenue-earning potential, and helping Purina maintain its dominant market share.
Data-driven Strategies over the Customer Lifecycle
Jason Humphrey - Former Chief Risk Officer and CRM leader, GE Money
Join Jason, a true CRM specialist, as he provides an in-depth look at how data-driven strategies are transforming the way the financial services industry talk to customers. He will outline the types of exclusions used to define whether customers should or shouldn’t be included in marketing selections, how to identify trigger points on credit cards and personal loans, and where to use third party data in the process.
Marrying Attitudes and Behaviour – How to Enhance Your Below the Line Marketing Insights
Shawn Henry - Director, Shawn Henry – Camorra Research Ltd
Shawn set up his own personalised research agency in 2004 after spending three years at Vodafone as GM of Customer Knowledge. He describes how, working with Westpac on two separate projects, Camorra Research Ltd developed a new approach which integrates datamining with market research, providing the right information to make decisions around targeting, the offer and the best way to communicate.
Twitter/Social Media and its Proliferation Qualities/Quantities
Andy Blood - Group Creative Director, TBWA/Whybin Ltd
Andy will share his thoughts on the latest and greatest from the social media world.
Emerging Trends in the Application of Social Analytics
Evan Stubbs - Solutions Manager, Analytics, SAS Australia & New Zealand
It’s the changing face of marketing – and it will affect us all. Evan, one of Australasia’s leading analysts, demonstrates how the latest social media data analysis can answer questions that were previously impossible for marketers, and gives some fascinating examples of the practical applications of social media and networking analysis.
Date: Wednesday 31 March, 8.30am – 5.00pm
Where: Crowne Plaza, 128 Albert Street, Auckland
More Information: http://www.marketing.org.nz/cms/Events_and_Training/6364
About the New Zealand Marketing Association
Our Vision and Mission
The New Zealand Marketing Association (NZMA) is the hub of New Zealand’s marketing industry, the heart of our marketing community and a centre of excellence for all things marketing.
Our mission is to facilitate a vibrant community of engaged marketing and business professionals who together foster the evolution of successful, market-led New Zealand businesses making a positive contribution to the New Zealand economy.
The NZMA’s purpose, on behalf of the business community in New Zealand, is to facilitate and promote best practice, responsible marketing and champion self- regulation over government legislation so that:
Businesses can continue to freely and creatively take their brands, products and services to market without undue restrictions or unnecessary compliance costs
The marketing profession and those representing it (marketers and business leaders) deliver the best return on marketing spend to achieve real business results
Marketing remains a key economic enabler in New Zealand
The Marketing Association acknowledges the support of TVNZ and New Zealand Post as Principal Business Partners. Through their support the NZMA is able to continue facilitating a vibrant community of engaged marketing and business professionals that together foster the evolution of successful, market-led New Zealand businesses.