An event-based marketing program that generated 570,000 leads, and AUS$4.4 billion (roughly US$2.2 billion) in six months took the Gold Award at the National Center for Database Marketing Conference on Tuesday.
The marketing effort, National Leads, was designed by the National Australia Bank (NAB), Melbourne, and Teradata, the customer relationship marketing arm of NCR. The bank's program is based on trigger events, such as changes in any of its 4.5 million customers' loan status or account balances.
A scoring model offers predictors on products would be most appealing to these customers. Mp> State Farm Insurance, Bloomington, IN, won the silver award for a targeted lead and personalized marketing effort developed in-house. The program centered around multiple line discounts--premium prices on additional products offered for consumers carrying State Farm auto insurance policies.
The third-place bronze was garnered by Charles Schwab & Co. Inc, and Denver-based Quris Inc. The San Francisco-based financial services firm generated an enterprise-wide program that integrated its online and retail offline business, closing the gap between offline accounts and electronic service purchasers. The resulting file has laid a foundation for customer satisfaction and advanced retention efforts.
A total of 37 programs were entered in the NCDM Excellence Awards, up from 17 a year ago. Seven were from international marketers.
