CONVERSATIONS : I Know All About You ; Target-market segmentation and turning analytics into fertile prospecting lists is a hot topic in a paranoid, privacy-obsessed, New Zealand environment. NZ Marketing Magazine talks to John Roberts, CEO of Veda Advantage, about the opportunities and problems associated with this activity.

Marketing Magazine (Auckland), February, 2008

NZ Marketing Magazine: John, after a career in advertising, including a stint as Asia-Pacific head of Saatchi & Saatchi, what's an adman doing at the helm of a company like Veda?

John Roberts: When I arrived back from living and working in Asia, I decided that it was timely to reinvent myself for the next 15-20 years of my working life, and had already decided that would mean a segue from the communication business. Twenty-five years I felt was a fair innings. Stage 1 was working with MasterCard International. In 2002 MasterCard had been managing its New Zealand business from Australia. It had about one million cards on issue via five major banks. I joined them as an independent adviser to work with their New Zealand based customers to maximise their potential with the...

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