Stories by Brad Howarth

Attracting prospects to your website should be a simple matter of buying the right search terms and waiting for the traffic to roll in.

It wasn’t long after the iPhone’s launch that every brand decided it needed an app. But how many of those apps have made a meaningful difference in the lives of consumers – or for the brands that created them?

Marketers have sought a single view of their customers ever since the word ‘omnichannel’ was first coined. After all these years, could the martech industry have finally delivered a solution?

It was four years ago when Nav Salimian overheard the conversation that would reset the direction of his working life, and thrust a small independent fashion label into the digital spotlight.

The decision by Nike to feature controversial American footballer, Colin Kaepernick, in a campaign to celebrate the 30th anniversary of ‘Just Do It’ took what might have been a strong but potentially forgettable creative and elevated it into the global dialogue. But would any Australian brand dare to do something similar?

When your business exists to sell the work of undiscovered artists, being seen is critical. But with the proliferation of online retailers in Australia today, standing out from the crowd has become an increasingly difficult proposition.

Alicia Tillman was only two months into her role as chief marketing officer at German-based enterprise software maker, SAP, when she found herself in front of the company’s executive and supervisory boards.

The ability for artificially intelligent (AI) systems to generate recommendations quickly from vast amounts of data is seeing them applied in tasks ranging from customer scoring to detecting the presence of melanoma.

You may never have heard of New Era Cap Co, but you have probably seen its products, given they have been worn by celebrities and sporting luminaries from Jennifer Lopez to Babe Ruth.

When your company is credited with creating a product as enduring as blue jeans, it might be easy to rest on your laurels. But despite it being almost 150 years since Levi Strauss patented his iconic trousers, his eponymous company is continuing to innovate both in product and service.

Analytics is often thought of as a discipline based in numbers. But Sandra Hogan is taking a very human-centric approach to her role as group head of customer analytics at Origin Energy.

When you have more than 100 different products on offer, how do you decide which ones to focus your market efforts around? You can promote those that have the highest margins, but doing so might come at the expense of higher sales volumes from lower cost products.

Few airlines are lauded for their levels of customer service. Fewer still have customers who tattoo the airline’s logo onto their bodies.

It was the death of close friend, Dwayne Lally, by suicide in 2013 that led Casey Lyons and Sam Webb to come together in business. Neither had been aware of the extent of Rally’s battle with depression and bipolar disorder.

A true data professional is often described as someone who can balance technical competency with business know-how and the softer skills or being able to listen and communicate effectively. It’s a rare requirement, but one the UK-based Data School is striving to instil in its graduates, including the first cohort who were recently welcomed into Data School Australia.