Stories by Brad Howarth

Measurement & Analytics

What's driving the rise of text analytics and its role in CX

When Norman Peledeau first began developing text analytics software 20 years ago, he could barely get a meeting with potential commercial clients. Now he finds himself at the helm of a company developing one of the essential tools of the social media age.

People

CBRE CX chief: Why the job is about remediating pain points

For Shelley McDowell, director of customer experience at CBRE, some days the customer is the building owner or landlord. On others it is the building’s tenant organisation. Then there are the people who actually work in buildings.

Digital Marketing

How Cotton On is using affiliate marketing to bolster ecommerce globally

Cotton On might be a well-known brand in Australia, but that is not the case in each of the seven regions where it sells online. So when it comes to reaching new customers in markets such as the United States, the company has turned to affiliate marketing specialist, Rakuten, to reach its desired audience.

Digital Marketing

Why plausability is more important to your brand strategy than ever

There is well-worn Venn diagram that describes three overlapping circles of ‘good’, ‘fast’ and ‘cheap’. The central point is usually labelled ‘impossible’. But that hasn’t stopped many brands trying to claim at least two of those attributes, if not occasionally all three – and failing badly.

Digital Marketing

Why H&R Block is upping its content marketing strategy

Small businesses can be a notoriously difficult group to reach, with business owners often unwilling to part with their funds without an incredibly compelling reason. So when tax accounting specialists H&R Block decided to ramp up its approach to this sector, it decided to go where small businesses already are.

Digital Marketing

Getting marketing to better understand cybersecurity

With Australia’s mandatory data breach reporting laws being officially implemented in February 2018, marketers across the country are facing two big responsibilities. Not only is their prized customer data a major theft risk, it is also marketers who will be left with the task of cleaning up any brand issues should their organisation need to report a breach.

People

Booktopia CX chief: Getting to know the customer better

While much of the Australian retail landscape has worked itself into a lather this year thanks to the onshore arrival of Amazon, for one local company, the US-based giant has been a factor in its life since the very beginning.

Digital Marketing

Blockchain pitched as answer to influencer marketing management

Blockchain is rapidly capturing the imagination of the business community, exploding beyond its origins underpinning Bitcoin to become the proposed solution to all manner of transaction-based processes. Now one entrepreneur is planning on using it as the basis for a service that will connect businesses seeking promotional and affiliation services with influencers.

Digital Marketing

What AI and voice activation will do for brands in the home

Even when Tamara Dull is home on her own, she is never really alone. Throughout her house are scattered more than 100 home AI devices and controllers that help her do everything from monitor and control her environment to buy groceries.

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Blog Posts

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

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Hey Nadia, interesting read. We have all read about what your chatbots should offer or have but haven't came across with anything about w...

Ashish K Jain

What not to do when building chatbots and voice-based brand interactions

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There are some many other great solutions compared to the ones you listed here. Our clients left some of those and switched to MARA (getM...

Alexandru Rada

CMO's top 10 martech stories for the week - 9 June

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Charming Shane. You know this is a public forum, right ?

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

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I agree customer intimacy is a great way of creating better customer experience. Especially in the Insurance and Financial industry. Her...

Jessicalopez1989

Why getting intimate is key to creating a great customer experience and optimising customer value

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