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Presentation abstracts

Tuesday, 20 September

WOW! World of Winners!
A celebratory session featuring winning ideas and awards with an amazing New Orleans jazz finale. The perfect session to get you in the mood for the ESOMAR Awards Dinner & Party

The Talent Contest: ESOMAR Research Effectiveness Award Finalist

Clearing the Path to Action in Superannuation
How insights from a multi-pronged research program provided a clear roadmap to effective marketing

Alison Poole, Mercer, Australia
Stacie Haber, Mercer, Australia

Australia's $2 trillion superannuation industry is fiercely competitive and recent legislation made it easier than ever for consumers to move between providers. Growing share of wallet by convincing existing customers to consolidate their entire super savings into their Mercer account is a business imperative, but annual marketing efforts were achieving diminishing returns at increased cost. Our Insights and Analytics team was tasked with identifying barriers to action and clearing the path to purchase. The work resulted in the most effective consumer marketing campaign in Mercer's history; permanently transforming the customer experience and influencing lasting change across the business.