Nigel Lester is the retail solutions group manager at Pitney Bowes Software. He will be joining Mark Harding from the Australian Bureau of Statistics, Steven Ogden-Barnes from Deakin University Business Graduate School and Mani Shishineh from AudioClinic on a panel called Decision Making in Retail Marketing: The End of the Gut Feeling.
RB: Briefly (in one or two points) explain what you'll be speaking about at the Conference?
NL: The topic will be on the importance of using data in retail marketing decision-making.
Retail panel discussion points:
- The new ABS Census – How can we best utilise the (new) Census data to inform our marketing and location decision making?
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There’s a lot of data relating to consumers out there. How can we use this diverse information in a coherent way to inform our decision making?
We’ve got a loyalty program but are my customers loyal? Is this the best program to retain them? - How do we track their evolving relationship with me and learn when to target across the relationship lifecycle?
- Mass marketing – Blitzing everyone doesn’t seem to work anymore. How can we effectively segment our customer base and get the right promotional messages to the right target segments?
- Location planning – How can we practically use demography and geography to optimise my location planning?
RB: Why do you believe this/these topic(s) are important and relevant to retailers?
NL: