Data Analytics

Digital Marketing

News Corp: Social media is facing a reckoning

Social media platforms are set to face a commercial reckoning as news media organisations harness the power of customer data with contextual and professional editorial experience, News Corp Australia’s COO, Publishing, and former CMO, Damian Eales, says.

Digital Marketing

Why you should be paying more attention to dark data

There is no shortage of marketplaces to satisfy the appetites of the most data-hungry organisations. But for some, their efforts might be better directed at utilising the data they already have right under their noses.

Strategy

What to do to avoid the creepy data line

As consumers, we’re well accustomed to ads from brands ‘following’ us around the Internet, and brands using information we’ve volunteered – or they have gathered – to offer us products and services we may be interested in.

Digital Marketing

How to avoid the data discrimination trap

An accusation of using data to discriminate a potential audience is the stuff of nightmares for marketers. However, without the right safeguards and processes in place, it’s a very, very real possibility for most out there.

Digital Marketing

How Data School Australia is balancing technical and soft skills development

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.

Digital Marketing

Sephora Asia details its journey to data-driven decision making

Data-driven intelligence is key to the next-generation organisation, according to Sephora Asia’s head of business intelligence. But in order to get there, employees not only need to have access to data; they also need to be able to interrogate it effectively.

Measurement & Analytics

Alvin Electronics leaps into realm of machine learning

Specialist independent wholesaler, Alvin Electronics, is using the power of analytics and machine learning to assist in its customer retention efforts, a move that helps level the playing field for this small business provider.

Digital Marketing

How Danske Bank mastered data analytics

Denmark-based Danske Bank Group is using a ‘one-tribe’ approach to push its data analytics strategy in order to improve operations and enhance customer experiences.

Featured Whitepapers

State of the CMO 2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

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