Google, Coles, Cambridge Analytica on harnessing data to offer personalised experiences

Experts at ADMA Data Day discuss what it means for them to create a more personalised experience by capturing the right customer data

ADMA CEO Jodie Sangster, moderates the panel: Google’s head of data consulting, Wendy Glasgow, Coles’ general manager of Flybuys, loyalty and CRM, Adam Story, NIB Health Funds’ group marketing communications manager, David Chung and Cambridge Analytica’s CEO, Alexander Nix
ADMA CEO Jodie Sangster, moderates the panel: Google’s head of data consulting, Wendy Glasgow, Coles’ general manager of Flybuys, loyalty and CRM, Adam Story, NIB Health Funds’ group marketing communications manager, David Chung and Cambridge Analytica’s CEO, Alexander Nix

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?

Marketing and data experts at ADMA's Data Day in Sydney discussed what they see on the horizon when it comes to best practice in offering an optimised personalised experience for the customer.

“You can have all the best data in the world, but if it doesn’t benefit the customer and it doesn’t tell the engagement story, it’s of no use,” Coles’ general manager of Flybuys, loyalty and CRM, Adam Story, told attendees. “You need to make sure your marketing team can truly harness the data with always the customer’s needs and expectations in mind."

When it comes to preparing your team internally so they have the right skills to tackle personalisation as well as having the ability to leverage the right technology, Story stressed it’s about ensuring everyone knows the customer comes first.

“At Coles, our team has been trained to leverage the right tech platforms and to look at every task at hand in order to deliver a truly personalised experience,” he added.

One of the innovative moves Google is excited about is leveraging AI to create a more personalised experience, Google’s head of data consulting, Wendy Glasgow, said.

“We’ve always had some sort of machine learning around understanding audiences, but AI is certainly going to become a key functionality of Google’s platform,” she said. “And I think that’s really an area which can be exciting for many organisations. But the challenge is it’s not just ‘something you can do’ – it’s really a core change in how you operate as a business.”

According to Glasgow, Google is very specific about what it will and won’t do, and tries to avoid the customer feeling like they are ‘always being watched.’

“We have shifted significantly in the past three years, and I think that has very much mimicked customers’ expectations in the market,” she said. “But people do expect a level of personalisation now and you could argue we’re making the advertising experience better because we ensure our data is being leveraged the best way possible.

While at a high level, the shift towards leveraging more individualised data is very exciting, Cambridge Analytica’s CEO, Alexander Nix, warned marketers still need to proceed with caution and create a balance between personalisation and a realistic, cost-effective strategy.

“Every marketing organisation has to balance the need to create personalisation with the return on investment,” he said. “Sending out 230 million personalised pieces of creative to each person in the United States is probably not a good investment for you. So what we do at Cambridge Analytica, is try and cluster people in groups of same identifiers based on their data. Then we market to them in a way that will resonate. So it’s always about getting that balance right."

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 newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in