Data Analytics

Digital Marketing

CMO roundtable: How machines will make or break your customer engagement success

There aren’t too many Aussie marketers right now who aren’t trying to connect the experience dots and turn their customer acquisition craftsmanship into retention and advocacy. To get there, however, there’s a growing complexity of digital channels to navigate, increasing swathes and types of data to stitch together, and ever-rising consumer expectations to contend with.

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.

Digital Marketing

How Telstra is applying machine learning to marketing mix modelling

Understanding the impact and optimal combination of marketing and media tactics for success is an increasingly complicated task for marketing functions. It’s even more difficult if you want to interpret the data in a quick enough timeframe to optimise, pivot or swap out marketing programs while they’re still in-market. But this is exactly what Telstra is becoming able to do thanks to a new marketing mix modelling approach based on machine learning, rolled out in June.

Leadership

​Report shows CMOs are not happy with customer retention

The majority of CMOs leading global brands say they are unsatisfied or very unsatisfied with customer retention rates, but aren’t doing enough to decrease churn and capture increased consumer wallet share, new research has found.

Digital Marketing

​TEG conducts large-scale data science project to discover customer segments

Australian ticketing live entertainment and data analytics company TEG announced it conducted one of the country’s largest data science exercises to help determine its market segments and gain key insights into the ‘entertainment gene’ that drives its customers’ decisions and preferences.

Leadership

3 ways ABInBev is marketing beer in a tech-led world

The proliferation of disruptive and on-demand alcohol delivery methods is placing increasing pressure on traditional brewery companies like Anheuser-Busch InBev to rethink the ways they engage customers with their global beer brands.

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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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