Finding a balance between dynamic, personalised communication that is subtle and effective and content that crosses the creepy line is the ongoing ambition for Trade Me head of marketing automation, Anna McLachlan.

Connecting organisational dots, cutting through complexity and removing corporate hierarchies are just a few of internal changes CMOs are tackling in order to bring the next generation of marketing into their enterprises.

Goodlife Health Clubs’ move to adopt real-time analytics and souped up business intelligence has delivered rapid transformation for the fitness firm.

Sponsoring sporting teams to boost your brand image can seem like a great idea when the team you back is winning. Less so of course when their fortunes turn. But for independent financial services provider, CMC Markets, supporting the NSW Waratahs Super Rugby team has helped align the company with a key customer segment and shared values in the Australian market.

Nine’s chief digital and marketing officer, Alex Parsons, is a firm believer in first-party data ownership and insight. And if the media company’s list of data-driven technology investments is anything to go by, it’s been a core priority since he took up his post nearly three years ago.

​Australian marketers are enamoured with audience data and ramped up their expenditure by 48 per cent over the past year, a new report has revealed.

If there’s one takeaway President Trump’s lead data scientist, Matt Oczkowski, can offer brands after working on the Republican candidate’s election campaign, it’s that they need their own walled garden.

Connecting more closely with customers is critical for any brand, but for a global giant like Coca Cola which owns over 500 beverage brands, it becomes a strategic art.

Personalisation is a buzzword thrown around marketing debates, but what does it really mean to offer a truly individualised experience in today's data-rich digital space?

In February 2018, large swathe of organisations will fall under the power of Australia’s new mandatory data breach notification laws.

Village Cinemas says its new-look loyalty program is the direct result of customer data insights and a desire to give consumer flexibility in the types of rewards they can earn across their cinema experience.

Shifting from a focus on channel-based campaigning towards a strategy that’s anchored in the customer opportunity and can take advantage of in a real-time moment of interaction is a must. How to achieve this was the subject of a two-part roundtable series CMO recently held in Sydney and Melbourne in partnership with ADMA and sponsor, Alterian.

Sky Betting and Gaming UK says investing in Signal’s customer identity platform is allowing it to turn paid media into “display CRM” and finally join the dots between a customer’s journey across paid, owned and earned channels.

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.