Retail World 2010

Jul 26, 2010

This year, Salmat were invited to talk about "data driven marketing efficiency". Salmat has a long history of utilising data to help drive marketing efficiency and is well placed to offer practical advise to retailers looking to explore the potential within their own data. Ian Jones, Executive General Manager of Sales of Salmat's Targeted Media Solutions, walked through the steps leading international retailers are using to access the true potential of their data and Nick Adams, Director of Direct Marketing at Westpac, spoke about how Westpac use their data to enhance personalisation, lift customer engagement and drive marketing efficiency.

Video 1: Ian first caught up with industry leaders from Google, SAS, ABC, BSR and Cumming Agency & Studios to discuss their key challenges in the year ahead, and to understand what they hoped to obtain from attending this year's Retail World conference.

Watch video 1

Data driven efficiencies, particularly with regards to marketing, represents some of the greatest opportunities for retailers in the year ahead. Next, Ian explores these opportunities, and the challenges retailers face in utilising their data for business and marketing efficiencies.

Video 2:

• The value of data
• The key challenges retailers face
• Selling the value of data to internal stakeholders
• Understanding data integrity – the four key pillars

Watch video 2

Video 3:

• Data audit – what you’ve got and what you’ll need
• Objectives – be clear about what value you want to obtain
• Collecting data – don’t be afraid to start with the basics
• Maintaining data – acquire, cleanse, and keep objectives top of mind
• The key benefits – more sales, profit and loyalty
• The journey – take your marketing from one-to-many to one-to-one

Watch video 3

Video 4: Nick Adam's, Director of Direct Marketing at Westpac, joined us at Retail World to help illustrate the power of data. Nick approached Salmat in 2009 to help him "monetise" Westpac's data. Salmat combined demographic targeting information with Westpac's customer, brand and atm data to form the foundations of a market-leading direct marketing campaign that Nick now refers to as "One of the most exciting things I've ever done as a marketer". In November 2009, Nick was awarded ADMA Australian Direct Marketer of the Year.

Westpac now works very closely with Salmat to continuously build on their customer understanding and apply relevant data insights to their marketing campaigns.

Watch video 4

If you have any questions regarding the above presentations, or would like Salmat to help you identify opportunities to drive marketing efficiencies, please contact

Ian Jones.

Ian.Jones@salmat.com.au

(03) 9265 3000

 

Download the presentation slides here