Marketers debate how to harness big data and technology

Marketers and innovators at the recent AdTech event in Sydney discuss the wider possibilities of big data platforms, and the business challenges they face utilising technology

Just how do marketers cope with the proliferation of big data and fast evolving digital platforms and become a brand serious about understanding and leveraging data and automation capabilities?

A panel of digital and marketing experts at this week’s AdTech event in Sydney highlighted that many of the world’s leading brands, such as Qantas and Uber, are already well on their way to making the most of first-party data through effective deployment of a wide range of technologies and platforms.

But technologies are not created equal, and the question of which technologies are most appropriate at different stages of a big data journey, for companies of varying levels of establishment and sizes, remains a major challenge.

CMO of online wine discount business Vinomofo, Jean Thomas, said it is vital for marketing to work closely with the rest of the business if they’re to fully leverage the latest in data-driven technology and platform offerings.

“Marketing is a given, because we have access to data, but it’s really important to work closely with your IT team and the executive to make the most of your technologies and platforms,” Thomas told attendees.

When it comes to data, the days of sales, HR, marketing and technology teams working in silos are well and truly over, agreed media and marketing tech company DWA’s APAC head of intent, Aryeh Sternnberg.

“You need to look at organisations where teams work together to understand what can be done with the data and ensure everyone can be involved in the decision-making process,” he explained. “You can’t market a product and then just pass that data along.”

Experts also stressed that while technology is a great catalyst for driving transformation, there needs to be a minimum standard for any business starting its digital journey in order to succeed.

Adobe Media Optimiser APAC’s general manager, Matt Bruce, said most of the conversations it has with organisations about digital is around transformation that extends through the whole business.

“As transformation takes hold, there really is going to be everyone, not just the CMO involved, to make it happen more effectively,”he said.

“While technology is important, the people you put around those platforms are equally as important. Don’t rush in without really looking at the people that need to be involved, both internally and externally and what are the processes that are going to be around that.”

Thomas added organisations need to have the right people that understand the data generated through digital channels and enablement.

“Understand the value of what you currently using the right people, don’t just add another stack on top of it,” he advised. “Hire the talent that can help you dissect your data and give you the right insights. Then you can invest in the right solution that is platform-based.

“In fact, this is something we just did a few weeks ago, which meant even a non-technical person in our organisation could understand.”

From a product development perspective, 7-Eleven’s head of strategy, innovation and business development, Stephen Eyears, said it is essential to consider data that will be generated from a prototype of any new product, whether it is physical or digital.

“Organisations large and small give so much thought to new apps and websites, but you need to give thought to what data and how much of it is captured, and how those insights will be used,” he said. “The best data scientists are out there who can manage your data, and they may not necessarily be the people you can find within your company. So it is worthwhile looking around for organisations that have that ability to help you set up a data strategy and analyse those results.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

Brand management starts with management

As the world continues to grow and evolve, it’s more important than ever to build a strong brand that articulates your message clearly and consistently, stands out against the noise, and develops relevance with the people that matter. This makes managing your brand a key component to gaining cut-through and ultimately business success.

Dan Ratner

managing director, Uberbrand

Disrupting marketing as we know it

Call it digital disruption or the fourth industrial revolution, our rapidly evolving environment is affecting consumer perceptions, purchase behaviours and the way they consume information and products.

Jean-Luc Ambrosi

Author, marketer

Very interesting article which touches on the importance of a feedback loop fuelled by customer and market insights. Ideally this scenari...

Andrew Reid

Building customer insights in the data and digital age

Read more

Very very good piece- very novel and innovative and very possibly- effective - way to look at one's communication headlines!

Patrick Dsouza

Should your disclaimer become your headline? - Brand science - CMO Australia

Read more

Excellent post Rob, Mobile app users are growing day by day. Everyday lots of apps are launched in the market but not every app retains t...

Marcus Miller

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

very informative blog. I really like the information given in this blog.http://gng.com.au/

Gajanand Choudhary

The evolving role of the CMO - The CMO view - CMO Australia

Read more

It is true That’s the new read following up Deloitte Digital's Digital disruption - Short Fuse, blowup analysis series, that appearance t...

miller645645@mail.ru

Digital disruption about to impact health, education sectors

Read more

Latest Podcast

More podcasts

Sign in