With physical mail fighting a difficult fight against "electronic substitution" and potential cost-cutting measures at New Zealand Post have been in the news recently, the postal workers may be disgruntled. But the marketers shouldn't be, because the Targeted Communications department has just launched a new website filled with insights and data that aims to help make targeting easier.
The New Zealand Post Data Hub provides marketers and media planners with topline information from some of New Zealand Post’s datasets. And the 'play site' allows users to get numerical insights into Kiwis’ lifestyle (hey, look 85,934 householders own cats!) and purchasing choices, and it is hoped it will be the first port of call for marketers looking to "deliver relevant messages the way customers want them".
“The site allows people to use some of our most popular data sets to crunch their own numbers," says New Zealand Post Targeted Communications general manager Dr Sohail Choudhry. "For instance, if a user wishes to find out how many households in New Zealand are thinking of purchasing a new car in the next year, they can head to the Data Hub’s Lifestyle Survey tab to find out (37,117 households, apparently). If they want to reach more dairy farmers in the Waikato, the Rural list can offer statistics on how many households they should plan to reach."
The Data Hub (all addresses contained in New Zealand Post lists are compliant with the Privacy Act 1993, all contact addresses are opted-in and no names, addresses or identification information are available on the Data Hub) offers a snapshot of data available from the New Zealand Lifestyle Survey, New Movers, Rural and PO Box Direct lists. Users can then liaise with the Targeted Communications team to get richer data insights to understand where, when, what and how to communicate with prospective and existing customers.
“Armed with this knowledge, marketers can not only keep their costs down through effective, targeted campaigns, they’ll also help keep their customers happy through providing them with communications that are relevant to them.”