Senior Manager, Customer Information & Analysis
(Commonwealth Bank of Australia - Sep '94 to Aug '96)
Role
Managed a team to build, support and develop the Bank's first customer database, which was subsequently
used as the core of the Data Warehouse. Project-managed and participated in projects to enhance
organisation's customer information capabilities.
Major Achievements
- Recruited and built a team comprising team members with varied backgrounds and vastly different
levels of experience.
- Managed extraction of customer records from the customer database to support a variety of direct
mailing campaigns (including the then-largest single mailing in Australia's history - over 10 million
mailpieces to more than 30 mail cells).
- Co-developed (with Senior Manager, Direct Marketing) customer communication management and campaign
analysis capability.
- Managed range of customer and product-based research programs using data from the customer database.
- Constructed sophisticated spreadsheet to model the customer and financial implications of various
distribution channel scenarios - used to support strategic decision-making.
- Project-managed a comprehensive customer segmentation project - extensively and successfully involved
in 'selling' the concept internally to senior/general management.
- Involved in the establishment, ongoing management, usage and development of the Bank's first
Data Warehouse.
- Commenced thorough documentation of available Bank data.
- Analysed quality of available customer data - identified key customer data elements and commenced
data cleanup initiative.
- Conservatively, the initiatives undertaken in this role saved $2m per year in direct marketing costs.
