Waikato Business News September/October 2017

WAIKATO BUSINESS NEWS September/October 2017 63
Don’t leave marketing decisions to
instinct or experience
MARKETING MATTERS
Making decisions on where to spend money
on marketing without good data about your
clientele is like shouting down a well.
You’ll make a lot of
noise, but the people
who care most about
your product may not necessarily
hear you.
It’s not uncommon for
SMEs to throw their marketing
budget away on gut instinct or
the many years of experience
that a marketer has. It reminds
me of a scene from the movie
Moneyball where Brad Pitt’s
character, a head of recruitment
says “when I know, I
know; and when it comes to
your son I know”. He actually
doesn’t know at all. The fact
is that while experience and
instinct can be helpful, it is
data that really holds the key
to good decision making. It is
a numbers game.
Evidence shows us that
businesses that make data
driven marketing decisions
consistently get higher returns
on their spend. Getting from
instinct and experience based
decision making to data driven
marketing requires a number
of things.
The first is the implementation
of a system that enables
the efficient collection of data.
Everything from customer
information, purchase quantities,
regional demographics,
sales volumes, and average
spends is valuable information.
Of course, on its own, data
is nothing more than a collection
of numbers, so the second
thing we need is a means to
analyse it. To do this we can
use mathematical models and
various types of statistical
analysis and data visualisation
techniques. A decade or two
ago the difficult part would
have been the collection of
the data, but today technology
makes the collection of data
far easier through the use of
Data Management Platforms
(DMPs) such as MediaMath,
SalesForce DMP, or Lotame.
DMPs are used to collect data
from multiple sources such as
website analytics tools CRM
applications, publisher advertisement
management products,
advertisement networks,
and also data sources external
to the business that are provided
by a third party. Once the
data is collected the magic of
data analysis can begin and
if done properly we discover
knowledge, insight and direction.
For example, a start-up
> BY MEHRDAD BEHROOZI
Mehrdad (Merv) Behroozi is general manager of Hamilton graphic
design and web development company E9. Phone: 07 838 1188
Email: merv@e9.nz
lawn mowing business initiated
an advertising campaign
that displayed the same message
across their region. Initial
results showed that the campaign
was as successful as the
business expected. But they
felt they could target it better.
Using census data they discovered
that one particular area
was more sensitive to price
than the others. The company
changed the messaging for that
area and by doing that it was
able to increase its conversation
rate from 10 percent to 30
percent.
With our ever-improving
ability to collect data and analyse
it, data driven marketing is
no longer a privilege that only
large organisations can enjoy.
Today’s SMEs play in an even
playing field thanks to technology.
While in the past the
collection of data would have
been an extreme challenge, today
the challenge lies in finding
insight, knowledge and direction
hidden within the data.
Bayleys Hamilton Industrial Report
The latest Bayleys Research
industrial vacancy
survey for Hamilton
shows that conditions remain
extremely tight across all of
Hamilton’s major industrial
areas.
As at June 2017, the overall
vacancy rate was an ultra-low
2.8 percent, ranging from Te
Rapa North at just 0.4 percent
to Frankton at 3.3 percent. Not
surprisingly under such tight
conditions, the supply pipeline
continues to grow with new
industrial consents, by dollar
value, up 120 percent to $50
million.
The push to establish Hamilton
as a major inland freight
hub between the ports in Auckland
and Tauranga is also gathering
pace. Works commenced
earlier in the year on Port of
Auckland’s 33ha Horotiu site
to the north of Te Rapa. The
land is adjacent to KiwiRail’s
main trunk line and will create
around 300 jobs when completed.
The first freight handling
facilities are expected
to be in service by early 2018
with likely flow-on benefits to
the nearby Northgate development
zone. Mainfreight established
their logistics base in Te
Rapa a few years earlier.
At Ruakura to the east of
Hamilton, earthworks commenced
in April 2017 on the
first 6ha stage of the 30ha
inland port (part of Waikato-Tainui’s
larger 480ha Ruakura
land holding which is
planned for long term staged
development over 20-30
years).
In June, Waikato-Tainui
announced that Tainui Group
Holdings (Waikato-Tainui’s
commercial company) joined
forces with LINX Cargo Care
Group and one of its subsidiaries
,C3 Limited (NZ’s largest
on-wharf logistics company)
to develop and operate the
new port.
The 50/50 joint venture will
take an initial 30 year lease on
the inland port land (subject to
OIO approval) with the first 6
ha’s of the inland port on track
for opening in early 2019.
The entire 30ha port is
planned for completion by
2041 and will be capable of
handling around one million
6-metre containers a year.
The freight hub will have easy
connections to the East Coast
Main Trunk Line and to the
new Waikato Expressway via a
full diamond interchange.
Both projects are a major
confidence boost for Hamilton’s
long term economic
outlook and will bring further
employment opportunities to
the city.
With current industrial vacancies
so tight, rents for better
quality space are expected to
show further upside over the
next 12 months. Investor interest
remains strong across the
board with owner occupiers
and local investors continuing
to dominate activity.
Commercial
Property
Management
Bayleys Commercial Property Management covers both commercial
and industrial across the Bay of Plenty and New Zealand. Situated
in the middle of what is considered to be the Golden Triangle of
investment property is our results driven team.
We understand that to maximise the return on your property
you need:
Professional property management
A business partner that understands your investment,
views and goals
SPEAK TO BAYLEYS TODAY
Jan Cooney
Senior Commercial Property Manager
B 07 579 0609 M 027 408 9339
jan.cooney@bayleystauranga.co.nz
Brodie Thomas
Commercial Property Manager
B 07 579 0608 M 027 746 9218
brodie.thomas@bayleystauranga.co.nz
247 Cameron Road,
Tauranga
Success Realty Ltd, Bayleys,
Licensed Under The REA Act 2008