28 July 2010

New Zealand Post Targeted Communications has launched a ground-breaking new data segmentation product, called Genius™ that will provide Kiwi marketers with the most targeted consumer information available in New Zealand.

Genius™ is a unique tool that can be used to identify target markets, new prospects, the best catchment area for a new store, the best product range for local clientele, cross-selling opportunities and – of course – tailoring direct marketing campaigns.

New Zealand Post Targeted Communications Analytics Manager Susan Needham says, “Genius™ was soft-launched to analysts in May and has been creating huge interest in the industry for the level of insight and accuracy it offers. We think it’s the most exciting thing to happen in the New Zealand data space for years.”

Genius™ differs from other existing segmentation models by providing a real breakthrough in terms of the level of detail, and the breadth and depth of the data. Built from a variety of sources, it includes detailed information from The New Zealand Lifestyle Survey, which is unique to this product, merged with Census data, BNZ MarketView and other proprietary New Zealand Post information, as well as other commercially available data sources such as PropertyIQ house valuations. 

In total, Genius™ uses more than 1,000 data variables and divides New Zealand into nine clusters and 36 segments – each with distinct characteristics – and differentiates between urban and rural areas.

Susan says, “This allows Kiwi marketers to have a greater understanding of the people they’re talking to and communicate with them more effectively. It will also enable consumers to receive more of the information and services they’re interested in – and less of the stuff they’re not!”

The segmentation can also be customised for individual organisations to incorporate their own data.

All addresses contained in New Zealand Post lists are compliant with the Privacy Act 1993 and all contact addresses are opted-in.

For more information on Genius™, see www.nzpost.co.nz/genius or call the Targeted Communications team on 0800 DO DIRECT or email dodirect@nzpost.co.nz. The Targeted Communications team can also help with strategic planning and campaign management services to help make direct marketing even easier for Kiwi businesses.

For media inquiries, please contact:
Fiona Woolley, Manager – Market Engagement and Capability, New Zealand Post
Ph 09 367 9744, fiona.woolley@nzpost.co.nz