2008 category Winners

Onecard represents one of the largest databases in NZ providing a massively large dataset on nearly 50% of the NZ population.  It is a key strategic asset for Progressive Enterprises with its potential to provide customer insights about what opportunities for growth exist, which channels customers engage with, their motivations for shopping, and who is buying which products.

The sheer size of this data set and the sophistication of the analytical models developed to produce these customer insights necessitated the development of a system capable of rapidly processing and providing easy access to these outputs.

The system comprises tool suites designed to regularly transform raw transactional data into complex analytical metrics that can be flexibly interrogated and charted for any given period by household, store, region or store brand and presented in a secure, user-friendly web environment accessible from desktops. This has supported the development of new communications activity, audience targeting and offer selection, and provided input into higher level business and marketing planning.