When most marketers use the word ‘data’, what springs to mind are large sets of numbers, Excel spreadsheets, cloud-based IT systems and complicated algorithms. Big data speak is the mot du jour. There is even a big data Week in London called the Festival of Data.
The Association for Data-driven Marketing and Advertising (ADMA) has added three new members to its board of directors.
The latest recruits are Adobe Asia-Pacific president, Paul Robson; Coles digital and financial services director, Roger Sniezek; and CEO and founder of Flamingo Customer Experience, Dr. Catriona Wallace.
The three replace outgoing board members, David Bowie (SAS CEO), Andy Pontin (BDDO Clemenger Sydney CEO) and Damian Eales (News Corp managing director metros and regionals).
ADMA CEO, Jodie Sangster, said the new additions would provide key insight and experience that supports the association’s five key pillars of data, content, creativity, technology and customer.
“Our three new members are some of Australia’s most respected experts in the fields of technology, marketing, data and customer experience and will complement our dynamic and active board,” she said.
Robson has been Adobe’s Asia-Pacific president for 18 months and formerly its managing director for Australia and New Zealand. He previously worked as vice-president and general manager of HP’s Networking Division across Asia-Pacific and Japan and was the founding director of successful start-up, Wedding Gifts Direct.
“We live in a time where creating exceptional customer experiences across all touchpoints is everything,” Robson commented. “Australian businesses have an opportunity to embrace transformation and engage with their customers on a level that was never before possible. I’m delighted to be joining the ADMA board to reinforce the strong partnership it offers to businesses seeking to innovate and develop their business systems and operations.”
Sniezek has held a strategic role in Coles’ evolution towards more personalised customer marketing, and worked across a number of international loyalty programs, including the launch of the UK’s Nectar loyalty scheme.
“Advances in technology and data capabilities are moving the marketing industry closer to a truly personalised customer experience. I’m looking forward to bringing my experience in this area to the ADMA board in order to help marketers and advertisers ensure best practice in the responsible use of customer data,” he said.
Dr. Wallace, who heads up customer personalisation software company, Flamingo, is a well-regarded entrepreneur and authority on customer experience and innovation. Her achievements have included founding ACA Research, Fifth Quadrant and The Ventura Women’s Co-working space.
“As a serial entrepreneur who has experienced the challenges and opportunities that small businesses and startups face in Australia, I will be bringing my perspective to how ADMA can help similar organisations navigate the data-driven marketing landscape with a focus on creating a dynamic customer experience,” she said of her appointment.
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