What Australian CMOs have on their martech utilisation priority list in 2020

Marketing leaders from Suncorp, Groupon, RACQ and more share their marketing technology priorities for the New Year

Harnessing marketing and digital technology more successfully to improve customer experience is not surprisingly topping the list of 2020 priorities for a number of Australia’s marketing leaders.

Speaking to CMO about her 2020 New Year priority list, Suncorp EGM of brand and marketing, Mim Haysom, said she’s looking to employ cloud technology and machine learning more effectively in the name of the customer.

“We’re looking to use cloud technology and machine learning to enable us to know our customers better, so we can be more relevant, more personalised and meet more of their needs,” she said.

In a similar vein, RACQ marketing leader, Renee Davidson, highlighted “personalisation and differentiation” as the milestones she’s hoping to reach this year and technology as the tool to achieve it.

“2020 is about getting the most from our tech stack - we have some incredible solutions that are enabling connected experiences, continuing to test, learn and evolve our marketing,” she said.

It’s a similar scenario for digital coupons business, Groupon. “The successful deployment of multiple new personalisation platforms within Groupon's tech stack will allow us to further evolve our push marketing, and unlock new opportunities for messaging and communication,” said its head of marketing A/NZ, Dane Sharp.

“Relevancy is key to frequency for Groupon, and we’re excited to have some developments across both our app and our messaging platforms.” 

South Australia Tourism Commission executive director of marketing, Brent Hill, is also looking to continue to use data being sourced by the tourism body in the best possible way.

“But it’s also not to get lost down those hyper-personalised holes, and forget to brand build and play the long game,” he said. “I am really keen for us to keep working on attribution modelling, data sharing and really analysing the customer journey to surface ROI quickly and simply, but we still need as many people as possible to know about our destination. So while we have some of the best tech in the country when it comes to digital and data mining, I don’t want to lose sight of the big picture of positioning our brand as a really incredible destination that will reward your wonder.”

Building out a new website with customer needs front of mind every step of the way is the big year priority for Superfriend GM impact communications and insights, Danielle Clarke.

“I want our customers to be pleasantly surprised and delighted with the digital experience we provide,” she said.

While at MoneyMe, full service automation is the goal firmly in the sights of the personal loans provider and its head of marketing, Robert Boschiroli.

“It’s about using technology to deliver funds to customers bank accounts in seconds,” he said.

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