THE CHALLENGE

Gaspy is a phone app designed to help users combat New Zealand’s rising fuel prices (or at least avoid them).  The app’s 400,000+ users enter the current prices at whichever gas stations they pass, creating a real-time database of retail fuel prices.  This effort gathers thousands of raw price records per day, covering 1500+ stations nationwide. 

The Gaspy team wanted to go one step further and make extracts of this incredibly useful data available for interested parties, but they weren’t sure where to start or how to do it themselves.  They enlisted Datamine as their official data agent help to clean, structure and enhance the fuel price data (both historically and in real-time moving forward), as well as to commercialise it on their behalf.

THE SOLUTION

The first place Datamine started was ensuring data quality.  With any crowdsourced database, there are guaranteed to be errors, such as an incorrectly entered price, a lag in price update or a rural station that no one has entered data for.  Datamine assesses the accuracy of real-time records and removes outliers and anomalies (which account for only 0.2% of the average daily records).  For missing price data, we use custom algorithms to impute and correct data gaps using statistical clustering and marker site movement, meaning we’re constantly assessing validity to ensure the database is as accurate as possible.  Our final step to commercialising Gaspy’s data was to size the addressable market and develop a targeting strategy to go after it.

THE RESULT

Aside from the initial time investment to set up the commercialisation strategy, the partnership has required very little investment from Gaspy.  As a result, the company will continue to receive recurring monthly revenue from these customers at no cost to the business for as long as the data is valuable to consumers.  This partnership has enabled both Datamine and Gaspy to add value to a number of organizations who have been using this data to get market insights and improve their own strategies.  A great example of this is the New Zealand Travel Authority who use the data for their quarterly reporting around the Auckland regional fuel tax.

THE CHALLENGE

A utility company has a large customer base to whom they send regular marketing communications, but they felt that the messages weren’t delivering to bottom line performance.  They wanted to shift to delivering highly personalised messages at the right time for the customer – the problem was, they didn’t have visibility into their data or a tool with which to deliver these messages. 

The organisation, which had worked with Datamine before, contracted us to help them answer the following questions:

• What do we need to do to deliver these messages?
• What platform do we choose to do it?
• How do we implement it?
• How do we review and optimise it once it is live?

THE SOLUTION

First, we mapped out the use cases, determining what they wanted to do (e.g. email or multi-channel, event-triggered messages, web or social integration etc.) and understanding how their data can enable it.

Datamine then guided the client to select the best platform for their challenge, then implement and test the initiatives before going live.  We provided the team with enough knowledge and training to where they were able to successfully run it themselves and see results from their activities.  Now, we operate under a support retainer to help them optimise their use of the platform – we provide guidance and support, as well as technical expertise to help them continually improve and act as an overflow resource for when they are busy.

THE RESULT

The client now has greater control over their marketing – they’re able to deliver highly personalised content and experiences to their customers.  Engagement rates are up 20% since implementation, and the client can deliver 5x more campaigns, all of which are much more targeted and specific.  As part of the optimisation, we’ve increased the customer centricity through personalisation of each message, delivering a 10% improvement in revenue per send and a click-to-open rate improvement up to 25%. 

The success of these marketing efforts has allowed the client to build the right team of experts to deliver – the team has been able to more than double in size since implementation.  Datamine’s focus is now on support and optimisation in order to help them go from good to great.

THE CHALLENGE

BP strive to make decisions that are backed with solid evidence that will enhance their position in the market place and deliver the best results to customers. 

BP wanted to gain a view of their position in the market and see the behavioural differences between customers that use the AA Smart Fuel (AASF) card and customers that do not.

The idea behind this was to gain better insight into how customers use AASF as a rewards program to inform future interactions with these customers.

THE SOLUTION

The solution was to profile the NZ service station market to get a view of where BP sits in the market.  This analysis compared BP’s customers against the total market in terms of brand loyalty, average spend, share of wallet, market share and demographic factors.

The AASF base was then analysed to give an idea of the differences between AASF customers and other BP customers.  In addition to the above variables the analysis looked at regional distributions, transaction numbers and spend by day of week and time of day, recency and frequency of visits and purchasing behaviour.

THE RESULT

Analysis of BP’s market position showed a few valuable opportunities to increase BP’s share of wallet.  AA Smart Fuel was shown to have a positive influence on customer behaviour and can be further leveraged with product offers and targeted communications.  Product purchasing behaviour also revealed some interesting relationships with certain age demographics for BP to evaluate in a marketing context moving forward.