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 CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

The rise of the conscious consumer

The concept of consumers boycotting brands and publishers isn’t a new one.

Jodie Sangster

CEO, ADMA

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

One more start-up to disrupt the trucking industry. Well the market is hot. Uber Freight, Doft, Trucker Path... Still no one of these ube...

Sergey

Uber for the truckies: How one Aussie startup is disrupting the freight industry

Read more

Typo"claiming no other email service protects its users form spam, hacking and phishing as successfully as Gmail"I'm sure Google can help...

OlliesBlog

Google to stop scanning personal Gmail accounts for ad targeting

Read more

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Latest Podcast

More podcasts

Sign in