Datamine
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    CASE STUDIES

    Want to better understand what we do?  Take a look at some of our industry case studies.
    THE CHALLENGE
    In line with its business strategy, Farmers wanted a way to better predict which of its customers were likely to make a purchase in a high value and high margin category.  The goal was to identify these valuable customers and enable more targeted marketing in an effort to drive sales.  Farmers assumed that the high value purchases were made on a reasonably random basis, so another goal of the project was to determine whether or not there were actually any patterns to capitalise on.
    THE SOLUTION
    Datamine worked with Farmers to create a predictive model that would be able to forecast which customers are likely to come in store to purchase a high value product.  To build the model, Datamine used a neural network, which is a machine learning technique that enabled the team to pull out patterns held deep within the transactional data.
    In doing the analysis, we found that there were patterns in the data that help predict someone’s likelihood to make a high value or high margin purchase – things like the time since their last purchase in other store categories, age, shopping behaviour and other valuable variables.
    THE RESULT
    Using the model, Datamine successfully identified customers likely to make a high value or high margin purchase.  The goal is now to engage and drive conversion to purchase, as some of these sales may go to a competitor without such targeted intervention.  The neural network making these predictions can be run regularly for ongoing accuracy as customers send different signals via their shopping behaviour over time.  In deploying the model, the team has determined the variables that are most likely to lead to a customer purchasing a high value item, allowing Farmers to market more effectively to specific groups moving forward.
    THE CHALLENGE
    For many years BP has operated with a well-established global segmentation to identify optimal consumer targets and develop strategies, using data collected via an online survey of 1000 customers.
    BP NZ wanted to understand if the NZ customer base exhibited the same behaviours illustrated by the global segmentation to ensure they were engaging with Kiwi customers in the most effective and relevant way.  Mapping the NZ base to the global segments using transactional information showed that a more in-depth understanding of customer behaviour was needed. 
    THE SOLUTION
    Following this insight, BP NZ commissioned a data-driven behavioural segmentation for targeting, measurement, and strategy.  The following information was provided for each customer segment:
    • Key statistics: segment size, total fuel and non-fuel spend, gross margin per customer
    • Demographics: gender, age, deprivation
    • Visitation: share of wallet, average number of visits, spend per visit, days since last visit, region visited
    • Loyalty information: % of loyalty offers used
    • Fuel statistics: % of fuel only visits, total fuel spend, average fuel spend per visit, fuel type
    • Non-fuel statistics: % of non-fuel only visits, total non-fuel spend, average non-fuel spend per visit, purchase type and category
    THE RESULT
    The segmentation allowed BP NZ to understand the opportunities and challenges that were relevant to each segment.  This informed the way the organisation engaged with AA Smartfuel members (message, channel, tone, frequency) going forward to enhance the relevance of their offers. 
    The segmentation also created a framework from which BP NZ could deliver campaigns to the AA Smartfuel member base while ensuring resource is focused on the most important activities for each segment and provided a large variable set for each customer, to be used in micro-targeting.
    THE CHALLENGE
    REINZ has an immense amount of proprietary data that it can offer its members – insights into market trends, sales information, location comparisons, market analyses and more.  However, their platform for delivering this information online needed to be upgraded in order to offer customers the value that they require out of their membership.
    The team at REINZ realised that they needed a flexible platform that allowed them to configure data-driven insights, reports and products in a streamlined, scalable way.  They ultimately chose Datamine as their analytics partner because we have analysts, developers and commercial experts all in one team, which gives us the internal capability to build databases, configure and connect APIs, display and visualise data, do analytics and more.
    THE SOLUTION
    We took an agile and flexible approach to the build that was based on small sprints with a focus on minimum viable product, and then built out from there.  The end result was a new web-based business application that optimises the retrieval of relevant data from multiple sources and displays it in an engaging and informative way.  The goal of this new platform (entirely cloud-based and hosted in Azure) is for members to be able to interact with data, create reports and glean insights. 
    In addition to collating all of the existing REINZ data into one user-friendly interface, Datamine also added census data and Ministry of Business, Innovation and Employment (MBIE) rental data to give members an even more comprehensive view into current real estate market trends.
    THE RESULT
    Reinforcing the value of REINZ’s representation, the new platform has been positively received by both the REINZ team and the company’s stakeholders.  It has quickly become one of the most used digital assets at REINZ, with members praising both its engaging interface and incredible value. 
    The benefits of this application will extend beyond the present day – as their database grows and membership increases, the application can be scaled very quickly at low incremental costs, meaning the platform will continue to work for REINZ far into the future.
    THE CHALLENGE
    Westpac needed deeper insight into their credit card customers so they could boost card holder profits and reduce churn. 
    At Datamine, we have long been convinced of the worth of Net Promoter Scores to any organisation wanting to get a snapshot of its customer satisfaction levels, with one caveat: we’ve always thought it had more to offer.
    THE SOLUTION
    Datamine developed a customer ‘Love score’ so Westpac could measure its customer’s passion for the Westpac brand. 
    The Love model leveraged Westpac’s existing market research Net Promoter Scores (NPS) which Datamine then correlated with customer’s credit card behavioural data, demographics and hotpoints redemption rates – delivering a love/commitment score for every Westpac customer.
    THE RESULT
    The love score initiative expanded Westpac’s market research sample results and enabled the bank to segment their credit card customers based on a card holder’s level of ‘love’ for Westpac. 
    This enhanced the existing ‘current and potential profitability’ models and enabled Westpac to target marketing communications accordingly.
    THE CHALLENGE
    New World wanted to improve its advertising effectiveness by reducing the number of circulars distributed – without impacting store revenues.  The objective of the project was to answer the following questions:
     
    • Did the circular draw in new customers?
    • Did those new customers return?
    • Did high value customers buy the product on special?
    • Did the promotion grow market share? 
    THE SOLUTION
     
    Transactional and Census data was extracted to calculate the profitability of each neighbourhood meshblock.  Unprofitable meshblocks were identified by comparing the profit from the sales in the meshblock to the cost to distribute circulars.
     
    The impact on New World was assessed by the use of control groups and testing the approach in similar catchment areas.  Profitable meshblocks were then converted into circular distribution routes.
    THE RESULT
     
    Following the results of the analysis, New World decided to stop delivering circulars to unprofitable meshblocks in order to focus on valuable areas.
     
    Distribution at the time was systematically reduced, with six digit cost savings in the first year and no adverse effects on chain revenue.

    Industry

    Retail

    FMCG

    BANKING & FINANCE

    TELCO & TECHNOLOGY

    GOVERNMENT

    INSURANCE

    NOT FOR PROFIT

    MEDIA & ENTERTAINMENT

    HEALTH & WELLNESS

    ENERGY UTILITIES & Logistics

    REAL ESTATE

    Travel & Tourism

    Retail

    Freedom Loyalty Data Leveraging results in rewards vouchers generating an incremental spend uplift of circa 3x
    Forecasting solution increases sales by 8% for international retailer 
    Farmers identify high value customers with a predictive model
    New datamart delivers retailer millions in extra sales
    Retailer boosts sales and cuts costs with catalogue optimisation
    Out-Of-Stocks: What you don't know can hurt you
    Homeware chain identifies catchment cannibalisation
    Mitre 10 improves customer experience with Datamine
    Leading women's fashion retailer gains customer insight
    Postie+ evaluates the effectiveness of their loyalty programme
    Retailer improves pricing strategy through price sensitivity analysis

    FMCG

     

    FMCG chain uses customer segmentation to determine spend and profitability
    Large FMCG organisation evaluates press advertising effectiveness
    New World lowers costs by six digits following circular optimisation
    FMCG organisation undergoes customer profitability analysis

    BANKING & FINANCE

     
    Westpac measures customer satisfaction through 'love score'
    Customer insights reduce churn at retailer's financial services division
    Kiwibank analytics identifies opportunities for growth
    Financial Services company analyses Net Promoter Score

    TELCO & TECHNOLOGY

     
    Mobile operator looks to Datamine for KPI reporting
    Large Telco segments their customer database
    2degrees updates its marketing automation platform

    GOVERNMENT

     
    Auckland Transport gets insight into redevelopment impact
    Ministry of Health gains insight into pay equity
    Datamine forecasts future costs for the Dept of Corrections
    Government owned insurer evaluates customer satisfaction through segmentation
    Forensic Science Unit undergoes discovery analysis
    Optimising retail offerings in a tourist city
    New risk profiles optimise Fire & Emergency resources

    INSURANCE

     
    Major insurer finds gold in its data silos
    Insurance company evaluates advertising effectiveness
    Insurance company analyses their SME market share

    NOT FOR PROFIT

     
    Child Cancer Foundation gets greater donor visibility
    Datamine analysis reveals flaw in ChildFund donor strategy
    Data-driven donor profiling boosts Cancer Society’s ROI
    IHC Smile Club gets an acquisition model

    MEDIA & ENTERTAINMENT

     
    Lotto NZ gains insight into online gaming behaviour
    Event Cinemas learn more about their customer demographics
    QMS doubles turnover with bespoke outdoor media application
    Exploratory analytics crack the mystery behind decreasing revenues
    Major entertainment company personalises marketing efforts

    HEALTH & WELLNESS

     
    Data analysis proves the effectiveness of Resilience Institute training

    ENERGY UTILITIES & Logistics

     
    Gaspy gets help commercialising data
    BP NZ improves initiatives through customer segmentation
    Utility company optimises customer communications through Marketing Automation support
    BP gains insight into AA Smart Fuel market position through data mining project

    REAL ESTATE

     
    REINZ funnels valuable proprietary data into new web platform

    Travel & Tourism

     
    Avis Rent A Car gets renewed insight into their market share
    Travel & Tourism client gains insights through data mining project
    Travel company improves customer visibility with a Datamart

    The Company We Keep

    BP
    Fire Emergency New Zealand
    Air New Zealand
    AMP Finance
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    Mitre 10
    New World
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    chorus
    Flight Centre Travel Group
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    Animates.jpg
    2degrees
    Farmers
    IRD.jpg
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    Foodstuffs (2)
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    Mercury Energy
    Triton Hearing
    Bayleys 2.jpg
    wild bean cafe 2.jpg
    Visionstream-450957-edited.jpg
    Briscoes.jpg
    partnerslife
    reinz-1
    Kotahi.png
    bluebird
    aucklandtransport
    nzta

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