Case Study: New Zealand Post achieves hyper-targeted sub-meshblock segmentation and smarter marketing with SAS

New Zealand Post - Customer Case Study

New Zealand Post wanted to grow revenue from its consumer-profile segmentation services for mass-marketing customers — including retailers, banks, insurers, charities and government — by offering more precise, actionable audience targeting than conventional demographic databases. The challenge was to turn rich but diverse data sources into segmentation that drives better prospecting, cross-sell/up-sell and campaign design.

Using SAS Enterprise Guide and SAS Business Analytics, New Zealand Post created Genius™: a purpose-built marketing tool that combines census data, a 200k+ lifestyle survey and commercial feeds to profile 1.4 million households with 1,300+ variables. Genius segments households into nine clusters and 36 distinct segments and drills to sub-meshblock or individual household level, enabling clients to pinpoint prospects and catchment areas and design more effective tailored campaigns — a capability that has been well received by users.

New Zealand Post

Susan Needham

Analytics Manager