More, not better

A great example of data interpretation was demonstrated by Datamine directors Paul O'Connor and Sally Carey at the Australian Direct Marketing Association (ADMA) Data Day conference in November. Using the example of ChildFund New Zealand, the pair demonstrated how the charity's marketing campaign had achieved short-term revenue growth - the number of child sponsors had greatly increased but the revenue did not reflect this. The high churn of sponsors was due to the donors targeted being of a low socio-economic status and therefore unable to commit to the sponsorshiop long term. These findings enabled ChildFund to refocus its whole acquisition strategy and target its audience better, resulting in more effective use of the advertising budget and a better return on investment.

Datamine was the only Kiwi Company invited to present at the ADMA Data Day, roadshow style conferences in Melbourne, Brisbane and Sydney. Other case studies presented by Datamine to reinforce the assertion that data is at the centre of all direct and relationship marketing strategies and success relies upon the ability to manipulate available data effectively, included Hanover Finance, Sky TV and the Department for Courts.