A telling event

"Will you come to the Datamine party? Our predictions will be revealed on the night…."

Data-driven marketing specialist Datamine revealed its mystic side when it decided to hold a non-end-of-year/we've-been-in-Auckland-a-while-now-party.

Clever pre-party direct mail pieces categorised potential attendees as stars (faithful partygoers), hermits (unlikely to turn up), jesters (will probably change their minds at the last minute), or people under the influence of the wheel of fortune (those who don't reply to invitations).

Datamine made a meal out of rubbing its crystal ball by giving partygoers nametags on which the company had predicted the likelihood of each person fronting up on the night.

Dataminers stuck to the story all night that they had based these percentages on previous attendence, reinforcing the message that past behaviour can be used as a gauge for future performance (that's their job, after all).

Director Sally Carey couldn't resist pushing the story out further, accurately predicting that at least half of the partygoers would be out the door by 8pm and that the Westpac contingent would hang onto the bitter end: although her ability to see into the future hadn't factored in Fisher & Paykel Finance as well.

Professional to the last, Carey follows up with an email pointing out that Westpac's behaviour would have been influenced by them hearing the prediction.

"Usually when validating a model, the subjects do not know the predicted outcome to minimise the chance of behaviour being influenced:, she notes.

You don't need a shawl and crystal ball to work out the next Datamine party will probably be just as well marketed, just as thoughtful and just as much fun.