Marketers needs to rid themselves of the idea that third-party data is bad and first-party data is good and instead focus on improving their access to ‘good’ data - full stop. And that means transparency and consent.

Bringing merchandising, loyalty and marketing strategies and insights ever-closer together to improve customer service is the name of the game for West Australia’s Liquor Barons liquor retailer as it brings on a fresh promotional planning platform.

Recently returned to local hands, RM Williams has appointed a homegrown media agency to spearhead its global media buying, insights and strategy.

It seems even technology companies can run into customer management data issues. According to MYOB head of product and platform Jay Nawaz, product diversity had led to customer information residing in different places, which was causing problems for the company’s product development and marketing ambitions.

Pivoting marketing and customer efforts to cope with the COVID-19 pandemic clearly took centre stage this year, as this year’s CMO list of most read stories in 2020 shows.

Data management, reporting and action are the holy trinity for Aware Super’s first group head of data sciences as the organisation works to build a data-driven capability that drives bigger rewards for members, employers and stakeholders.

Australian mattress and furniture online retailer, Koala, is spending the next six months undergoing a large-scale data transformation to bring customer insight into every step of its decision-making processes.

While 2020 might have been the year of accelerated digital transformation, marketers will have a host of other technologies on their radar in 2021. From artificial intelligence (AI) and IoT to mixed reality (MR) and robotic process automation, marketing leaders will increasingly tap technology to make informed, responsive decisions with tightened budgets and changing consumer behaviour.

A 270 per cent increase in revenue and ability to optimise more than 1 million discrete customer journeys are just a few ways data visualisation is helping Australian marketplace, Oneflare, lift its business game.

Here from CMO 50 marketers Movember Australia marketing director, Jason Olive, along with Tennis Australia chief marketing and insights officer, Josie Brown, Brownes Dairy director of sales and marketing, Natalie Sarich-Dayton, Nestlé Oceania
 director of eBusiness, strategy and marketing, Martin Brown and Amaysim CMO, Renee Garner about how their executing data-led marketing.

Bold test-and-learn, commitment to data-driven cultural change and employing a predictive and prescriptive approach are key to making marketing analytics truly impactful on the brands it’s being applied to serve, says Gartner.

Wanting to address the problem of customer feedback in silos, ANZ has extended its Qualtrics integration to better utilise valuable customer feedback and feed it directly into developing new propositions around banking products or services.

It’s by tapping into data for decision making, rather than concentrating on data from marketing actions, that will enable CMOs to identify new paths to growth and revenue, Constellation Research VP and analyst, Liz Miller, says.

​With 50,000 students studying more than 200 courses across five physical sites and one virtual campus, South East Queensland’s Griffith University is a large and complex organisation to manage.

Quantium, Fetch TV and Adgile Media are claiming their new data partnership is set to close the loop on TV advertising effectiveness for consumer goods brands.

Seven West Media (SWM) is making a big data play, touting its first-party data offering with new audience insights, activation and measurement solution within 7REDiQ, along with second-party data partnerships and its new 2021 content lineup.

10 ViacomCBS Australia and New Zealand, has become the latest Australian company to sign up to flybuys’ data offering, Unpacked.

Creativity is about coming up with the ideas but data is the key to assessing if something is working,​ says Netflix co-founder and its first CEO, Marc Randolph.

Building the right creative approach and assets required are the biggest challenges NRMA has faced in taking advantage of smart TV advertising, its media lead says.

The words ‘new normal’ have quickly emerged as the go-to phrase for describing the world created by the COVID-19 crisis and its impact on the economy and national psyche. But have we even reached the ‘new normal’ yet?

Latitude Financial is bringing on The Iconic’s data chief to lead its data science and analytics efforts.