Hear how EBS built their segmentation strategy
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We found out how EBS Building Society were streets ahead on segmentation
Calendar
18/11/2009
News Article Summary
An Post were delighted to have Bernadette Hurley, Head of the Member Experience Team, and Tara Grehan, Segmentation Manager at EBS Building Society tell us how their segmentation strategy delivered a huge increase on response rates.
News Article Content
Bernadette and Tara kindly offered to share their thinking, experience and learnings in developing a smart segmentation strategy. EBS Building Society embarked on a significant journey in 2007. Their goals were to develop deeper insights into their member base, increase relevant contact with their members, and increase sales and return on investment. But first they had to sell it into senior management.
On a wet Wednesday morning, at the Royal College of Physicians, we heard how they did it. And you can find out too by downloading their presentation:
To view the full presentation download here. (new window 3.48MB, .ppt)
Bernadette Hurley
Head of the EBS Member Experience team, Bernadette focuses on improving the experience for their members by deriving deeper data insights and sophisticated segmentation of the member base. These insights are then used to develop more effective direct marketing strategies.
Tara Grehan
With a background in Market Research and Customer Insights, Tara has worked in Financial Services for over 7 years. Tara specialises in delivering Change Management programmes, integrating market research and database findings to deliver stronger strategic planning.
Some pictures from the morning
Tara Grehan, EBS Building Society, Amie Peters, An Post, Bernadette Hurley, EBS Building Society
David O'Leary, 80 20 and Brian Sparks, Agency Assessments International
Sharon Treanor, AA Ireland and Jason Byrne, An Post
Myles Burke, An Post, Sarah Wilson and Pauric Lenehan, AXA
Gary McLoughlin, Dialogue, Emer McDiarmada and Adam Clarke, Strategem
Louise Cronje, An Post and Dara Keogh, GeoDirectory
Peter Redehan, Data Ireland, Colin McNamee Print Post and Aisling Fitzpatrick IIP
Lorraine Dowling, DMA, Marie Therese O'Donohue, An Post and Caroline Keogh DMA
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