PERSONALISED MARKETING - IMPROVING EVALUATION 1

This paper provides guidance to local authorities and others who may wish to apply a personalised marketing programme in a given area and to measure the impact of such an intervention. 'Personalised Marketing' is used to describe a programme aimed at changing people's travel behaviour by a combination of education, persuasion and provision of personalised information to either individual households or individual people. One of the best-known personalised marketing programmes in Australasia and Europe is "IndiMark"® or "individualised marketing"". Various personalised marketing demonstration programmes have claimed substantial success in decreasing car use and increasing trips by alternative modes, thereby convincing some local authorities that such programmes may be the "panacea" to congestion problems in urban areas. Our recent involvement in helping to plan the evaluation of a personalised marketing trial in Birkenhead (Auckland, New Zealand) caused us to review the international experience with various trials and their evaluation. Our investigation is two-pronged: