Home Grown Company Wins Top Honours

MEDIA STATEMENT
For Immediate Release

Sunday, 2 March 2003

HOME GROWN COMPANY WINS TOP HONOURS
FOR WORLD-CLASS CAMPAIGNS

Wellington company Datamine has gained top honours in the New Zealand Direct Marketing Association’s prestigious 2003 NEXUS Awards, winning awards in four of the possible seven categories.

Datamine, which was named late last year in the prestigious Deloitte/ Unlimited Fast 50 list of New Zealand’s 50 fastest-growing companies, scooped a gold award in the production and fulfillment category, silver in the data mining category, silver in the information systems category and a bronze in the data management category (See attached notes on awards received).

The NEXUS awards, which were announced in Auckland at a special awards ceremony on Friday night, honour those companies who have supported exceptional direct marketing campaigns by developing processes or techniques that make one-to-one communication more responsive, more effective and more innovative.

Awards are made in seven different categories and marks are allocated on criteria such as Kiwi ingenuity, obstacles overcome, cost-effectiveness of solution, originality, pioneering element and technological advancement.

This is the fourth year in a row that Datamine has won recognition in the awards for its work.

Datamine director Paul O’Connor puts the company’s impressive successes down to homegrown talent and thinking outside the box.

“We are delighted to receive the recognition that comes with the NEXUS awards, underlining further that the work we undertake for our customers is setting the standard in terms of best practice,” he says.

Established by a group of young Wellington visionaries in 1995, Datamine has grown to become one of New Zealand's leading data mining organisations, specialising in the extraction and analysis of customer database information.

“As a team we have built up a reputation for challenging the accepted. Our approach is that there is always a smarter way, whether it be in achieving a marketing objective or building team culture in our own organisation,” says Paul O’Connor.

Datamine works with some of New Zealand and Australia's leading corporates, predominantly in the telecommunications, insurance and financial services industry sectors.

It has also just started doing work for key overseas companies in the Asia Pacific region, working remotely to bring home-based smart solutions to the world.

ENDS

For further information: Paul O’Connor 027 4510 160
Susan Gasson 027 4408 018
DATAMINE LTD – NOTES ON AWARDS RECEIVED

Gold Award - Production and fulfilment: BNZ Credit Cards – Clam and Glitter
Over the past 3 years the introduction and success of GlobalPlus and other points earning cards has significantly changed the credit card market. As a consequence BNZ’s core cards (non-GlobalPlus) was looking a little plain. To address these issues BNZ Cards devised Clam and Glitter, their core card revitalisation. Datamine managed all aspects of the data for this project including:
- Extraction and manipulation of all data required for the project
- Mass customisation and personalisation
- A mail file containing 78 personalisation variables
- Letters that contained all variable copy – no fixed text at all
- over 5,900 different copy combinations
- Determining the best card plan to recommend for each customer, whilst bearing in mind each customers’ different:
- card types – Gold or Standard
- loyalty linkages – Gold Rewards, Platinum Rewards, Fly Buys or none
- financial requirements

Silver Award - Information Systems: Foodstuffs Auckland – Kaleidoscope
Foodstuffs Auckland needed information to make their marketing more effective. Previously, the only analysis Foodstuffs Auckland were able to perform was based on volumes of products sold per store using transactional information, or value and frequency of spend through the Fly Buys programme. The challenge for Datamine Ltd was to transform data into actionable marketing knowledge by:
- Obtaining transactional data from over 60 supermarkets on a daily basis
- Creating a customer centric view
- Mining the data to generate key marketing variables for each customer, including share of wallet, price sensitivity, categories shopped, potential value
- Delivering the customer knowledge back to Foodstuffs via an interactive web site
- Providing key management reporting

Silver Award - Data mining/ Analytics: BNZ Credit Cards – Clam and Glitter
Over the past three years the introduction and success of GlobalPlus and other points earning cards has significantly changed the credit card market. As a consequence BNZ’s core cards (non-GlobalPlus) were looking a little plain. To address these issues BNZ Cards devised Clam and Glitter, their core card revitalisation. In order to make the communication relevant and to ensure that it did offer alternatives the customer was interested in, Datamine built a solution that encompassed an array of advanced analytic techniques including, behaviour based segmenatation, advanced pricing, scenario and financial modelling, per customer profitability, and predictive modelling.

Bronze – Data Management: BNZ Credit Cards – Clam and Glitter
Over the past 3 years the introduction and success of GlobalPlus and other points earning cards has significantly changed the credit card market. As a consequence the Bank of New Zealand’s (BNZ’s) core cards (non-GlobalPlus) was looking a little plain. As with the production and fulfillment category, Datamine managed all aspects of the data for this project, including extraction, mass customisation, and determining the best card plan to recommend for each customer, bearing in mind the difference in card types, loyalty linkages, and financial requirements.

DATAMINE NEW ZEALAND

Established in 1995, Datamine Limited (Datamine) is New Zealand's leading data mining organisation, specialising in the extraction and analysis of customer database information. Recognising the need for data mining solutions to be business benefit led, Datamine's staff possess a mix of technical and marketing based skill sets.

Since its inception Datamine has worked with some of New Zealand and Australia's leading corporates in addressing a wide variety of business issues. We have specialist expertise in improving the effectiveness of data-driven marketing, predominantly in the telecommunications, insurance and financial services industry sectors. Datamine has grown at an average rate of 80% per annum over the past six years.

Our philosophy is one of challenging the accepted, believing there is always a better way to reach marketing objectives and that smart, data led solutions can increase profitability. As a pioneer in the data mining industry in Australasia, Datamine has won a number of awards for its work.

In recent years, Datamine and its sister company, MarketView, have won the following NEXUS awards.

Nexus Awards 2003
Gold Award for Production and Fulfillment -
Client: BNZ Credit Cards – Clam and Glitter Campaign
Silver Award for Datamining -
Client: BNZ Credit Cards – Clam and Glitter Campaign
Silver Award for Information Systems –
Client: Foodstuffs Auckland – Kaleidoscope
Bronze Award for Data Management -
Client: BNZ Credit Cards – Clam and Glitter Campaign

Nexus Awards 2001
Gold Award for Innovation (MarketView ) -
Service - 0800 MarketView
Bronze Award for Database Management -
Client: Card Marketing International - CMI Database Management (Project Arrow)

Nexus Awards 2000
Silver Award for Strategic Vision -
Client: BNZ - GlobalPlus Home Loans Launch
Bronze Award for Reporting (MarketView) -
Client: Toops

Nexus Awards 1999
Gold Award for Database Management -
Client: Card Marketing International - Predictive Buyer Model
Silver Awards for Strategic Vision -
Client: BNZ Credit Cards - New Age Customer Relations Programme
Client: Telecom - Dealer Retention Programme
Bronze Award for Database Management -
Client: BNZ - GlobalPlus Card Data Management System

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