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!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in