OriginsInfocus

ISSUE 1: October 2011

Welcome to our inaugural quarterly e-publication. The purpose of OriginsInfocus is to provide information on upcoming events and news.  It also provides hints and tips about the use of Origins and information about new product features and marketing opportunities.

Events & News

Don’t forget to consider the Multicultural Marketing Conference organised by the Community Relations Commission for a Multicultural New South Wales (CRC). This one-day conference hosted by this important NSW-government agency will be held on 20th October 2011 at the Westin Hotel in Sydney. 

Delegates will experience, among others, presentations from HSBC Bank, City of Moreland, Macquarie University, Australian Bureau of Statistics, SBS, and Powerhouse Museum. OriginsInfo is pleased to be associated with this year’s conference and Michael Dove will present on “Meeting the Challenge of Measuring Culturally Diverse Engagement”.  See here for more information and registration at remarkably reasonable rates.

Also sponsored and hosted by the CRC is the Multicultural Marketing Awards night.  This year the awards presentation and dinner will be held at the Westin Hotel on 29th November.  The CRC is committed to the value and benefits of multicultural marketing as a way of achieving greater visibility and participation in Australian society. 

Both CRC events are among this year’s standout functions for organisations that recognise the opportunity and/or responsibility to improve engagement with multicultural Australia.

To round off a busy end-of-year period, OriginsInfo will also be attending and exhibiting at this year's biennial FECCA (Federation of Ethnic Community Councils of Australia) conference in Adelaide on 17th and 18th November.

Just released in the US is a key publication for marketers with responsibility for multicultural marketing.  “Marketing to the New Majority” by David Burgos and Ola Mobolade from Millward Brown is timely in the context of the release of 2010 census data in the US.  The authors draw on their experience to guide us through the pitfalls and to highlight the opportunities associated with marketing in today’s culturally diverse societies.  Many of the principles and practices apply equally well to the Australian marketplace.  Published by Palgrave Macmillan, we obtained our copy from Amazon.

Ways of Using Origins

The key benefit of the Origins solution is that it allows you to measure cultural involvement with your brand.  Measurement allows you to manage activities so you can maximise your chances of success with previously unrecognised market opportunity. 

Through targeted personal communications and initiatives directed towards the right geographical areas, you can take actions to help you achieve unrealised potential.  Over time, you can monitor your success to see how well your multicultural objectives are being met.

So, not only does Origins allow you to measure the contribution of multicultural segments to your business, it also helps you quantify the success of campaigns and the effectiveness of your marketing spend.

Origins can be used in a variety of specific ways to deliver quantified insights about your engagement with the diverse cultural communities of Australia that translate to business benefit. 

In future editions of OriginsInfocus, this section will feature more on each of the following applications to help you leverage the insight and maximise value from your investment:

  • Cultural Audit: Descriptive segmentation by product, service, value, frequency, channel use, etc
  • Selections and targeting for cross-sell and up-sell
  • Measurement of campaign responses
  • Local area marketing
  • Distribution planning
  • Market sizing and market opportunity
  • Channelling calls to culturally-competent or appropriate customer service staff
  • Differential treatment of customers with one or more attributes – eg cultural background, gender, likely income
  • Prospect targeting
  • Increased personalisation; culturally nuanced digital content and packaging
  • Modelling – eg attrition, response, and purchase propensities
  • Market Research: Creating panels for quantitative and qualitative research
  • Market Research: Reporting on cultural dimensions of attitudes and behaviours

Updates on the Product

The latest version of the Origins software (6.4.0.0) is now available in Australia.  With the recent inclusion of South African names, the base data on which Origins is built has now grown to 1.14 billion individuals.  With 2.29 million different family names and over 800,000 personal names, users can confidently expect more than 99.5% of their customers to be allocated to an Origins code.

Origins can now be delivered in a customised user-friendly web mapping form, giving users instant access to the distribution and concentration of cultural segments across Australia.  Based on the widely used Bing Maps, clients can even incorporate overlays of branches and service points so a rapid assessment can be made of how well your distribution network reaches consumers from key cultural segments.

In a further recent development, Origins coding can now be delivered real-time so that your customers can be coded as they interface with you on the web, in your call centre or on mobile devices. This capability opens up new opportunities for delivering better customer service and more creative ways to treat customers in culturally-relevant ways.  See below for more on how this capability can be used or contact us for further information.

Hints & Tips – Making the Most of Origins

Did you know that you can vary the relative weight of first name and family name in the allocation process?  Based on our experience, we recommend a weighting of 60% for general purpose optimal coding outcomes in Australia.  This means the personal name will have 60% of the influence of the family name.

However, this can be varied according to your needs or the mix of customers on your database.  For example, if you really need to focus on those people who are most likely to be recent arrivals or first generation migrants, you may want to increase the first name weighting.  Preference to retain or promote use of culturally-specific personal names is a good indicator of the extent to which migrants retain links with the cultural background.

Increasing the weight to 80% will sharpen the focus on those who appear to be most strongly connected to their background.  Our term to assess the strength of link with their original cultural background is ‘cultural cling’.

To use this feature to vary the weighting, slide the control in ‘Advanced Settings’ which is located on the Process Data screen in the workflow.

Marketing Opportunity

The relatively untapped Afghanistan-born population in Australia has a combined total annual income in excess of $640 million. This largely homogenous, young, emerging group presents a unique opportunity for organisations to connect with the demographic to supply specific products and services. Read more about this community in our on-line publication, OriginsInsight.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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