Stories by Brad Howarth

Digital Marketing

NASCAR's journey into digital and the customer experience

Many sports get their start from participants practicing their abilities to outperform each other. But digging into the origins of NASCAR racing in the late 1940s reveals a sport born not just from the technical and driving capabilities of participants in outrunning each other, but also in evading the local law enforcement as well.

Social Media

What happens when data goes wrong? BAT's CMO discusses

Analytics vendors are keen to describe how they can divine insights from the world’s vast troves of data. But in the eyes of BAT head marketing intelligent and deployment, Paul Ormonde-James, even the smallest slice of the wrong data can through all predictions out of kilter.

Leadership

Dan Murphy's CDO reveals why the spotlight is on the customer journey

During her time as Dan Murphy's CDO, Faye Ilhan has helped drive a number of innovations, including being the first retailer to launch click-and-collect across all outlets, and introducing Dan Murphy’s ShipSmart, which enables customers to receive unlimited deliveries.

Digital Marketing

Are startups disrupting the traditional business model?

The power of technology-driven startups to adversely impact traditional businesses is such that Uber and Airbnb have now become clichéd discussion points at innovation conferences the world over. But many are also coming to realise the same tools that make startups so nimble and disruptive are equally accessible to them – if they only learn how to use them.

Digital Marketing

The great big data debate

Big Data is often described as a technology. But according to one of America’s foremost practitioners of data analytics, when it comes to putting together a top-flight analytics capability, the critical ingredient is people.

Digital Marketing

How to choose a data analytics provider

The explosion of interest in predictive analytics among Australian marketers has been met by similarly-explosive growth in the number of vendors and consultancies vying to meet their needs.With such rapid growth in demand, how can marketers be assured they are getting the best result for their money?

Digital Marketing

Adgorithms: The new Albert of marketing science

IBM has Watson. Now Israeli startup, Adgorithms, has Albert. And while Albert has been trained to execute large-scale digital marketing campaigns more effectively than humans, he is not out to take your job – at least not yet.

Digital Marketing

Why iiNet is tuning into voice analytics

Your customers are usually more than willing to tell you what is wrong with your business – and occasionally even what is right. Unfortunately, however, many businesses just don’t have the capability to listen effectively to all of that volunteered information and act on what they hear.

Digital Marketing

HubSpot eyes Australia's mid-market

US-based inbound marketing platform, HubSpot, is ramping up its assault on the Australian marketplace, investing in new offices and launching a CRM tool that significantly expands its functionality.

Social Media

Why Open Colleges, Virgin Mobile are backing a new tool for brand advocacy

Personal recommendations have long been perceived as one of the most persuasive forms of marketing, especially when they are delivered by trusted parties such as friends and family. But despite social media’s ability to connect individuals, it has not proven effective in harnessing recommendations for brands.

Digital Marketing

How Australia Post is improving testing

In the race to get new products and services out to customers, compromise can be inevitable. But when those compromises impact usability and customer satisfaction, any advantage gained from rapid release can quickly be lost.

Digital Marketing

Why BBVA is opening up customer data

Banks have worked hard to accumulate their vast customer data repositories, and guard them jealously. But Spanish bank, BBVA, has determined the best way to profit from its data is to give it away for free.

Leadership

Former Tesco CEO talks loyalty cards

There were no Big Data systems in 1995. In fact the term wasn't even be discussed until more than a decade later. But that didn’t stop the UK-based retailer Tesco going ahead and building a Big Data capability.

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Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

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Was really informative. Customer retention is very important for companies as retaining customers are simpler compared to making new ones...

Bhooshan Shetty

What lies ahead for the future of marketing post-AI

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Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

3-pronged marketing approach for property disruptor Brickx

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Good day sir / madamWe CLOSED JOINT-STOCK COMPANY AO KAYUM NEFT OIL COMPANY is one of theleading Oil & Gas trading companies in Russi...

BARYBKIN ALEXANDER ALEXANDROVI

Oath to fully acquire Yahoo7 from Seven West Media

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Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Ryota Miyagi

Brene Brown: What it takes to be a brave leader right now

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Well said! It is high time to look into the cultural values and beliefs of the audience before serving with the ads. If it is against the...

Praveen Kumar

The X factor in multicultural media planning and buying - Digital advertising - CMO Australia

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Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

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