Innovation and big data take centre stage during CMO panel

Chief marketing and brand officers from key Australian brand discuss how they're approaching innovation and big data during the AANA's Connect event

Innovation and big data are dominant drivers in how today’s marketers interact with customers and require a business-wide focus and long-term commitment, according to several representatives from Australia’s biggest brands.

Coping with key industry issues like big data, innovation, content generation and leadership took centre stage during a panel at this year’s Australian Association of National Advertisers (AANA) Connect event. The session was led by the general manager of relationship agency TrinityP3, Nathan Hodges, and featured four brand chiefs from Lion, Subaru, Westpac and Ferrero Australia.

Lion brand director of premium and international brands, Ben Slocombe, said the alcohol producer is committed to innovation and recently moved away from a project-based innovation team in order to embrace innovation as part of its culture. The company has identified eight key innovation platforms that are both expandable and repeatable across the business, stretching from recruiting new adults into the business, to making sure older groups of customers don’t exit specific product categories. Lion has eight employees aligned to these platforms.

“These [innovation platforms] are based on the category drivers we have qualified and give us the ability to innovate continually,” Slocombe said.

At Ferrero Australia, marketing director Yannick Durand, said it is fostering innovation across the whole team through its 70/20/10 business model, where 10 per cent of resource is allocated to innovating.

One innovation to come out of that was an online store for its Ferrero Rocher brand, which would enable it to tap into consumers not captured in its regular retail environments.

“Innovation is not something that is a fad; innovation stays,” Durand continued. “The 70 per cent of our model, which is more traditional marketing, is also moving very fast thanks to content demand and the increase in channels.”

At Subaru, innovation is often tied to meeting challenges and hardships as a smaller player in the automotive sector, its general manager of marketing, Andrew Caie, explained. One new way the company is thinking outside the square is by establishing a relationship with Cycling Australia, where it produces new communication channels and provides support to help grow the sport. At the same time, these initiatives give Subaru a platform to reach more potential customers it couldn’t do against bigger brands in traditional advertising media.

For Westpac’s head of digital marketing, Bryan Meredith, innovation is led by customer interaction. “It’s about fulfilling our customers’ expectations and leading them to where we want to go,” he said.

There are plenty of challenges to innovation too, including costs and time to market, balance and short-term thinking, panellists said.

“You have to prioritise enough time to see the results,” Bannick added. “Clearer measurement will also help the business to change.”

On the big data front, Westpac is building a range of initiatives based on increasing volumes of customer data and insight, and Meredith was excited by the opportunities it presented to better interact with customers. However he stressed the importance of looking at how you’ll act on any results from the data first.

“You need to understand what you are going to do with the customer when you get there,” he told the AANA audience. “Often, businesses are in danger of spending a lot of time on a big data solution that does little for you.”

Durand agreed big data analytics offered brands more ability to become more relevant to customers. “The more we have, the more important it is to know which questions to ask and to tap into the intuition of the business,” he said. “We could spend our whole budgets on data… but it’s about aligning this to the right questions to drive the brand.

“Making sense of and telling stories with the data is critical.”

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Putting experience design and strategy in the spotlight

​A few years ago, there was lots of chatter about the elusive UX unicorn; a mythical person capable of delivering everything from research to design to development. It became an obsession for the industry, sparking debate about whether this was the metaphor for how unreasonable our expectations of designers had become, while some felt it was what all designers should be aspiring to.

Tracy Brown

Experience design strategy director, DT

Making sense of artificial intelligence

When new trends and technologies burst onto the marketing scene, there’s always a frantic effort to either keep up or provide guidance, especially when serious amounts of money are involved. It happened with social media, it happened with personalisation and big data, and it’s happening now with artificial intelligence.

Phil Whitehouse

Asia-Pacific innovation lead, DigitasLB

4 key findings on the state of B2B marketing

The ​2016 B2B Marketing Outlook Report​ was recently published by Green Hat in conjunction with ADMA for the sixth consecutive year. It highlights the most significant trends from 2015 and shows B2B marketers what’s in store for the year ahead.

Andrew Haussegger

Co-founder and CEO, Green Hat

Martech will definitely make everything better especially when it comes to marketing and sales. Any business not comfortable with it shou...

TapAnalytics

Marketo’s CEO talks martech industry consolidation and his enterprise customer ambitions

Read more

You can also try this leads to revenue calculator tool (it's free): https://www.strategic-ic.co.uk...

Fes Askari

​The dangers of misaligning your marketing budget with business goals

Read more

“We wanted to provide was a way for a customer to have a seamless experience as they went across channels,” Marrocco added. “So if your c...

Sarah

​Telstra’s mission to match the offline experience with online customer service

Read more

You have the right to know what happened that made AI possible, after all these years.I discovered and patented statistics on unstructure...

Ilya Geller

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

I hope this trickles down to job opportunities and more analytics based careers on the government.

Ale Xandra

Australian Open details data analytics improvements driving digital fan engagement

Read more

Latest Podcast

More podcasts

Sign in