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OneCard partner Customer Insight Model

Category: Datamining/Analytics; Award: SILVER
Category: Strategic Vision; Award: SILVER

Entrant: Proximity iD
Nominee: Progressive Enterprises Ltd

Credits:
Geoff Cooper, Managing Director - Proximity iD
Bridget Lamont, Loyalty Marketing Manager

Entry Rationale: This campaign illustrates how a simple strategic insight can significantly transform a 3rd party partner program from simple list provision to true partnership through the delivery of true customer insight. It also illustrates how effective and high quality data mining can support and influence the marketing activity of businesses with either substantial or limited experience in direct and database marketing initiatives. The work undertaken has successfully met the needs of a diverse range of stakeholders: Progressive Enterprises, through increasing both revenues to support its onecard programme and its ability to support its supplier partners; the suppliers themselves by providing marketing and customer insights as well as directly targeting key customers with tailored offers; and finally the onecard customer base by ensuring that they receive only those offers that are of relevance to them. Overall this initiative has met its core objectives of increasing revenues from 3rd party activity and has also shown dramatic improvements in campaign effectiveness from direct marketing activity to the onecard customer base.