Financial Services

Case Study: Financial Services

Increased its gender allocation by 80,000 members

A leading superannuation fund manager in Australia uses Origins to improve its gender allocation – with a particular focus in improving gender assignment for members of CALD communities. Drawing on the vast data compiled by Origins, the organisation has lifted the number of members with an assigned gender by almost 80,000 – enabling them to use more personalised communication and be more precise in compiling campaign selections. The latter delivers an important benefit as gender is known to be a key response factor – especially among specific CALD communities – and it now contributes to improved campaign performance.

Case Study: Banking

Creating culturally relevant communications

A big four Australian bank uses Origins to understand the cultural dimensions of customer behaviour and product preference. A recent application compared the customer profile of selected branches with the Origins population profile within a reasonably accessible distance of those branches. This tool is also helping the bank, and its multicultural marketing agency, to identify which groups of customers are the most appropriate recipients of communications designed to appeal to their cultural context.