Data-Driven Marketing

Digital Marketing

Building a data-driven engagement strategy at New Zealand Rugby League

Sophie Wills knew her organisation faced a problem even before the Covid pandemic hit. As general manager of communications and marketing at the not-for-profit New Zealand Rugby League (NZRL), Wills had already noted a decline in fan loyalty as far back as 2019. For her, this problem was compounded by the difficulty she had in answering why, or in proposing ways to turn things around.

Digital Marketing

Explainer: What you need to know about data clean rooms

Amazon, Google and Meta operate them, Disney Select uses one to power advertising and match a brand’s first-party data to its own niche audience segments, and Roku has built one supporting its streaming TV platform. But just what exactly are data clean rooms?

Digital Marketing

Data privacy lessons marketers must take heed of in 2023

Bigger penalties for customer data privacy breaches in Australia, along with retaining customer loyalty in the face of stronger concerns around data use and growing AI utilisation, are going to dominate the way organisations must handle personal data this year.

Digital Marketing

21 digital marketing predictions for 2023

CMO has canvassed a wide array of predictions from across the industry and waded through tens of thousands of words to find out what’s on the cards for digital marketing in 2023. Here’s what we discovered.

Digital Marketing

Merkle: Finding a way for marketing and analytics to work together

When you are the head of marketing or analytics for a company that offers marketing and analytics solutions, you need to be at the top of your game. Thankfully for Erin Hutchinson and Shirli Zelcer, they have had almost two decades to nail down their working relationship and master their domains.

Digital Marketing

Driving digital marketing effectiveness

In the latest of CMO’s Food for Thought series, we ask five stellar marketing chiefs from different industries: What investments have you made over the past year to improve the performance of your digital marketing activities?

Digital Marketing

Marley Spoon invests in customer data platform

Marley Spoon is making a global investment into building its own first-party data hub, selecting mParticle as its technology partner to deliver a new customer data platform (CDP).

Measurement & Analytics

How Gucci brought beauty to the contact centre

When it came to lifting the capability of its contact centres, Gucci turned to its design teams to create an environment for is staff that captured the essence of the brand.

Digital Marketing

How Fisher & Paykel is building a direct channel to consumers

As a retail-focused home appliance maker, Fisher & Paykel has had to be satisfied with having only limited connections to its customers. But in a world where relationships are critical, and first-party data is key, such a hands-off approach is bringing diminishing value.

Explainer: What you need to know about Quantum computing

Quantum computing represents a paradigm shift that’s expected to change the nature of computing and even redefine what’s considered a computer. Its potential stretches from desktop computers to the technology in cars, homes, medical and industrial settings.

Digital Marketing

Salesforce: Why real-time experience means reaching beyond marketing

When Salesforce first launched more than 20 years ago, it heralded not just a new way of recording customer data but was also only the second prominent example of the nascent software-as-a-service model. Twenty years later, SaaS has become the overwhelming choice of delivery model for software vendors. But the needs of marketers and sales chiefs has evolved from needing to record the experiences of customers, to helping create them.

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Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

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