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.

Ticketek’s parent company is building out a data analytics and services division that not only wants to help brands derive better customer insight from first-party data, but also tap into the wealth of ‘affinity’ data generated by the live experience economy.

The Commonwealth Bank has built itself a reputation as Australia’s most innovative banking group, launching a host of pioneering digital offerings and technology advancements that have earned it the title of Australia’s first real-time financial institution. But when it comes to marketing, Vittoria Shortt is looking to reorient perceptions of innovation away from initiatives and to cultural shift.

When most people talk about innovation, they tend to focus on technology or digital improvement. But for Carolyn Bendall, the biggest innovation that’s occurred since she took over ANZ’s local marketing function four years ago has been the shift to customer centricity.

The modern marketing department can be an interesting mix of technical experts, generalists and facilitators, Auto & General’s director of marketing and digital, Jonathan Kerr, suggests.

The ABC’s Leisa Bacon lists her proudest moment in the last 12 months as presenting the strategy for ‘Branding for a Digital Future’ to the board.

AustralianSuper’s group leader for engagement, advocacy and brand, Georgina Williams, says three foundations are now ensuring data propels customer engagement strategies and drives all marketing and communications activity.

AUB Group Group’s Vanessa Lyons is the first to agree the insurance broking industry has been subscribing to a highly antiquated marketing approach.

One of the key attributes Robert Ambler-Fraser is looking to foster across his marketing function is something he calls “connections”.