The science of targetted marketing and data mining

[MatF]

Interesting data mining article. I thought I'd post it here, because I have an EDR card, and have noticed a few interesting targetting trends. Thought you guys might find it interesting.

How Target Figured Out A Teen Girl Was Pregnant Before Her Father Did - Forbes

 

[drross]

Very interesting article. We all know THEY are getting smarter with targeted marketing, but no one really likes to see it in black and white

 

[markis10]

Glad I have not been sent any baby coupons or offers lately!

 

[QF WP]

Should we gave expected them not to have utilized their database. Look at how they are calculating what our pricing point is for the EDR offers, where we will shop and gaining an idea of how we value the points - which us different amongst us all.

 

[whatmeworry]

This why you need to mix your spends by swapping family members cards around. Just to confuse them! hahaha

 

[QF WP]

Exactly. If you aren't seen to be a weekly spender, then you might get lower hurdle offers.

I was just on the phone to EDR CS and had an interesting chat with the CSA about data mining. Now just waiting on the 100 point birthday offer for my daughter next week (as it's her birthday today and the CS intimated that she'd get a 100 point birthday bonus next week.

 

[oz_mark]

Should we gave expected them not to have utilized their database. Look at how they are calculating what our pricing point is for the EDR offers, where we will shop and gaining an idea of how we value the points - which us different amongst us all.

I think the level of sophistication is what was eye opening. It is quite a simple matter to have a look at average spends. It's quite another to work out that someone is pregnant!

 

[Major]

That explains why I only get booze offers

 

[coyote25]

I think the level of sophistication is what was eye opening. It is quite a simple matter to have a look at average spends. It's quite another to work out that someone is pregnant!

You'd be surprised what data mining can find if you have enough data. I've worked with some enforcement agencies and we caught a few people off some information that I would never have guessed meant what it did.

However in Australia normally Government departments aren't allowed to share data for profiling as its a privacy issue.

It was a real eye opener what is possible.

 

[NM]

It's quite another to work out that someone is pregnant!

That explains why I only get booze offers

Perhaps you need to call and tell them you are pregnant

 

[markis10]

Perhaps you need to call and tell them you are pregnant

Nah, just buy a pregnancy test kit and swipe your EDR card.

 

[NM]

Nah, just buy a pregnancy test kit and swipe your EDR card.

And return half a box of condoms for a refund, perhaps?

 

[Hvr]

And return half a box of condoms for a refund, perhaps?

Nah, save them for the mistress. Can't have them both knocked up.

 

[serfty]

Nah, save them for the mistress. Can't have them both knocked up.

Dangerous, "one swallow does not a summer make", but if quality is suspect, it might be a brood, not a summer ...

 

[QF WP]

Dangerous for this topic to go off topic...I didn't think it would take long...

 

[QF WP]

Our current EDR offers reminded me of this thread and made me wonder just what kind of back office programs and people Woolworths have. They seem to be hitting some of us on the increasing cost for static points....

 

[tocal]

I find data analytics really interesting. I worked for a while with *insert major company* who analysed data from other companies to help them choose locations for stores/ATMs, to keep customers longer, to identify customers who would possibly leave, etc. I think as long as it's anonymous (as in, no human can directly access *your* information), it works for us too. I'd rather get offers for things I want to buy instead of 6 packs of beer, meat and spicy sauces. If a company can tell I'm looking to leave, it gives them a chance to buy me back, which is good for me, but with no pressure because I was planning to leave anyway.

I do think in terms of EDR you have some good points, though, especially about mixing around the cards; it enables you to play them while they're playing you, in a way.

 

[rainbowgirl]

Yes, I like playing the targeting game, especially when it comes to choosing which card to swipe each week. I actually need to go to Woolworths this week but it will be for under $30 so no base points available. I've decided to use one of the accounts which hasn't had an offer for a while. Will this trigger a future offer? I have no idea. I target flybuys the same way. I have one card for large transactions and one card for small transactions.

 

[DeKa]

Yes, I like playing the targeting game, especially when it comes to choosing which card to swipe each week. I actually need to go to Woolworths this week but it will be for under $30 so no base points available. I've decided to use one of the accounts which hasn't had an offer for a while. Will this trigger a future offer? I have no idea. I target flybuys the same way. I have one card for large transactions and one card for small transactions.

I often do this too ... by the checkout staff often think I'm crazy for swiping when the dollar value is below $30 ("You don't earn any points or fuel vouchers below $30 so why swipe?"). As an example, MrsDeKa needed to buy 100 Freddos (5 packs) for something for work the other day (I wish I worked at her company!) which totalled about $20. We decided to swipe her EDR card and I said I bet you'll get some chocolate offers if we don't buy any chocolate for a few weeks on her EDR card. Let's wait and see

 

[whatmeworry]

I can confirm I have received offers on cards after spending less then $30. Some where very low spend high bonus offers and some where welcome back offers.

I do note, the welcome back offers have dropped from 500 to 250 points.