SKYCITY Action Programme
Category: DATAMINING/ANALYTICS Award: GOLD
Since September 2000, SKYCITY Auckland Limited has been successfully operating
a customer loyalty programme utilising database marketing strategies and
initiatives. A new programme of work and testing has been undertaken to
advance the value of SKYCITY's database marketing programme, involving a
series of integrated data mining initiatives to evolve their management of
customers through their lifecycle.
This programme of work has:
- Established a profit scoring process
- Provided the capability to identify emerging high value customers
- Provided the capability to predict amongst emerging inactive customers
those who will reactivate themselves
- Revised the contact programme to provide an end-to-end series of contacts
and communications for customer management
- Established a testing programme for fast-tracking new programme members
Entrant: SKYCITY Auckland Limited
Nominee: Proximity iD
SKYCITY Auckland Limited:
Debra Brooks - General Manager Loyalty
Bridget Lamont - Loyalty Project Manager
Proximity iD:
Geoff Cooper - Database Services Director
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