ADMA unveils new parent association to recognise changing marketing landscape

Umbrella organisation is announced, bringing together data-driven marketing, digital and data

ADMA CEO, Jodie Sangster
ADMA CEO, Jodie Sangster


The team behind ADMA has officially announced the Australian Alliance for Data Leadership, an umbrella group that unites its individual associations across data-driven marketing, analytics, data and digital.

Four organisations sit underneath the AADL banner: The original Association for Data-driven Marketing and Advertising (ADMA), the Institute of Analytics Professionals Australia (IAPA), the freshly rebranded Digital and Technology Collective, and the recently launched Data Governance Australia (DGA).

Combined, the Australian Alliance for Data Leadership represents more than 1000 companies and 50,000 individual professionals across Australia.

Announcing the new-look parent association at this year’s ADMA Global Forum, the group’s CEO, Jodie Sangster, said the alliance was about recognising the different skills and functions that have come into the marketing fraternity. She noted the ongoing transformation of what marketing stands for, and suggested today’s practitioners should no longer think of themselves as ‘marketers’, but as “customer engagement experts”.

 “We want to have communities working together so we can create a common language across our profession,” Sangster said. “This is about all tenets of our industry coming together.

“It’s not enough to look at just data and marketing, but instead provide leadership across how data plays a role in business. The new network of associations allows us to do just that.”  

Part of the reason these associations must come together is to make sure the industry has the expanded knowledge required to cope with customers in a digital age, she said. Each of the associations has the common thread of customer and data, but comes from a different angle and representing a different business division and professional community.

The new structure will allow all four associations to play on a level playing field with their own voice and purpose, while benefitting from a shared services model and additional collaboration.

Pointing to insights derived from ADMA’s skills assessment tool, Sangster said it was clear there were still significant skills gaps across Australian organisations around digital, data and experience.

Since launching the skills assessment last year, ADMA has worked with 20 companies to assess skills across about 1000 individuals.

“We know there are these gaps and as businesses, we’re all working towards dealing with them,” Sangster said.  “But what was more interesting with what we’ve found using this tool was that within organisations, where someone has a skills gap, someone else often has the skill.

“There’s a real role required to pull people together so we can learn from each other rather than going out and constantly trying to find more knowledge externally. It’s as much about sharing the knowledge we have inside our businesses, as it is going out and getting those skills in the market.”

What the skills tool also made clear was that what people want to learn versus they should learn are two different things, Sangster said.

“Our tool is about helping working out what we should learn,” she added.

Heading up the AADL as interim chair is Uber CMO, Steven Brennen. The new board also comprises of the chair of ADMA (Brennen), D+TC (New Republique CEO, Nima Yassini) and IAPA (Seek global matching and analytics director, Antony Ugoni) as well as several new appointees: Flamingo CEO, Catriona Wallace; eBay CFO, Gavin Dennis;  Fairfax Media chief data officer, Robyn Elliot; Quantium chair, Tony Davis; and non-executive director, Naseema Sparks.

ADMA started making its wider industry foray in 2014 by striking an alliance with IAPA, taking over the organisation the following year. It followed this us by acquiring the ailing AIMIA organisation from the administrators in February 2016, and rebranded the association to Digital + Technology Collective in July.

ADMA then launched Data Governance Australia in October 2016 to focus on creating a code of conduct around collecting, using and management data.

 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