Over the last 130 years, the National Geographic brand has built strong emotional engagement with people all over the world, buoyed by its iconic and visually compelling print product.
Nova chief marketing and digital officer, Tony Thomas, is excited about the array of consumer insights being presented to the radio station owner through digital connectivity and capability. But with so much data at the marketer’s disposal today, he agrees the big challenge for marketing teams is knowing what data to read, and what action you want to take from the insight as a result.
The marketing industry is “misled by data attribution” and the models that are in place, said eHarmony managing director, Nicole McInnes, who addressed a crowd of marketers at ad:tech Sydney 2017.
How to strike the right balance of art and science and blazing a trail in analytical marketing took centre stage at CMO's most recent Sydney roundtable, sponsored by SAS. Marketers from David Jones, Macquarie Group, Taronga Zoo, Vodafone, Cover-more and more joined the lively discussion while picking up tips for success from SAS global marketing leader and author of The Analytical Marketer, Adele Sweetwood.
Marketers need to stop using outdated metrics and instead harness measurements that showcase their effectiveness in customer engagement, Marketo’s global CEO says.
There was once a time when a shopping centre operator might have regarded is tenants as its primary customers. But as consumers have come to find new options for where and how they spend their time and money, centre operators have had to better understand consumer needs, and make better decisions about how they meet them.
The Interactive Advertising Bureau is streamlining its advisory council structure and says it’s putting simplification, transparency and trust at the core of its activities in 2017.
Proving the value of marketing’s contribution to Nude by Nature’s bottom line has become a reality for the digital team after rolling out a data-driven reporting solution.
Using data in marketing is all about gaining efficiency and relevancy, Tourism Australia’s CMO, Lisa Ronson, says.
Failing to factor in customer value and using consumer data only for commercial gain is a sure-fire way to destroy trust in your brand, IAG’s data governance leader claims.
Artificial Intelligence (AI) in the form of ‘Larry, the Digital Analyst’ will soon be relied upon for various sales and marketing functions within Detmold Group, a South Australian family owned and operated manufacturer of paper and board-based packaging products.
2016 was the year of measurement as marketing executives put data-driven marketing and advertising at the heart of their engagement strategy, the new Global Review of Data-Driven Marketing and Advertising report claims.
Ask any marketer what’s on their to-do list in 2017, and they’ll tell you they have a project underway to achieve a 360-degree view of the customer, Tealium’s global CEO, Jeff Lunsford, says.
Poor understanding of the connected customer journey across all touchpoints and data utilisation woes means CMOs continue to struggle to deliver on the promise of omni-channel alignment across digital and physical worlds, a new report claims.
Australian consumers are increasingly aware of the value of their personal data, and would put a $50 price tag on their contact details and online behavioural intelligence if they could, a new report has found.
As the chief marketing officer at Tourism Australia, Nick Baker learned a lot about what people from around the world like to do with their leisure time.
Streaming video service provider, iflix, has added 1 million subscribers in six months and seen acquisition costs drop from US$25 to $3 following an iterative data-driven marketing program tapping consumer intent.
Facebook again admitted that it provided inaccurate metrics to its advertising and publishing partners, but the company also promised a number of fixes to the problem.
The team behind the Cronulla Sharks is extending its application of marketing automation from membership to commercial and merchandise divisions as it aims to improve engagement across every touchpoint.
The marketing team at Australian pharmacy group, Chemmart, was facing what many consider the ultimate brand challenge of the digital age: Find a voice and differentiating in a sea of sameness.
Nine has partnered with data exchange provider, Data Republic, in a new deal that sees the media company gain access to targeted grocery buying segments across its network.