Westfield A/NZ’s new visual identity and digital platform relaunch represents a small part of a much wider change in strategy at the Scentre Group business aimed at becoming a more customer-led organisation, its customer experience leader says.

Marketing teams that don’t align on customer throughout the planning, launch and optimisation of brand campaigns are missing out on the opportunity to drive better experiences and engagement.

The AANA has hatched, for the first time, an advertising sentiment index (ASI) that will regularly measure the Australian community’s perception of advertising issues and content on an ongoing basis at an industry level.

All the latest martech and adtech news this week, including Adobe, Moat, Pinterest, Qualtrics, and more.

Putting in place a comprehensive marketing technology stack is not what determines digital marketing success and data-driven thinking. It’s having your people skilled up and in the right mindset to employ the tools to what they do on a day-to-day basis.

Tourism Australia is promoting Australia to the US traveller market as part of its ‘An Australian Adventure’ campaign and using Expedia’s technology platform in order to amplify awareness. It comes on the back of the success of the Dundee Super Bowl commercial and ad campaign.

The sophistication of the Australian digital market, plus the rapid rate local marketers have embraced personalisation and metrics, is phenomenal, global leaders from the Oracle Data Cloud team believe. Now, they say, it’s up the marketers globally to ask the right questions about where they want this technology to go.

US-based Nike says its acquisition of data analytics firm, Zodiac, is aimed at bolstering digital capabilities and accelerating its Consumer Direct Offense strategy to serve consumers faster and more personally at scale.

Applying machine learning to the Virgin Velocity Frequent Flyers program has already seen communication effectiveness increase by 10 per cent and given teams the ability to apply advanced analytics at 10 times the pace, its data analytics chief says.

AustralianSuper has launched its chatbot, ‘Ash’, following the soft launch of its in-app messaging platform in December last year, which has seen more than 50,000 messages sent, and the achieving a 92 per cent overall customer satisfaction rate.

The CMO role has expanded to encompass a broader set of requirements, particularly around digital marketing, social media and martech, as campaigns and CX shift to being more personalised and measurable. As a result, marketing leaders have become all things to all people, says Stephen Byrne, CMO of Targus.

All the latest martech and adtech news this week from Simple, Salesforce, TripleLift, Twilio, Gather, Origami Logic, and more.

Wartsila, a provider of smart technologies for marine and energy markets, is relaunching Web properties across 50 locations as it works to deliver more personalised experiences.

​Allianz’s test and learn approach to online video advertising is not only helping the brand understand what publishers and platforms are the best for reaching prospective customers, it’s changing the way teams think about data, audiences and creative, its senior media planner, Mark Dawson, says.

CMO in partnership with Capgemini recently held a roundtable in Melbourne to discuss how Australian marketers are - and aren't - realising the benefits of new marketing and customer technologies for commercial success. Here are pictorial highlights from the event.

Digital service consultancy, RXP and its creative agency subsidiary, The Works, have launched a new content and production group after picking up clients and staff off the back of King Content's closure.

G Adventures is using the power of dynamic remarketing to turn potential travellers’ exploration aspirations into sales, according to its digital marketing executive, Matthew Todd.

All the latest martech and adtech news this week from Salesforce, Conversocial, OneTrust, Lytics, Gather Online, Zoho, Helpshift and SpotX.

When seen on a map, Anthony Dunsford’s responsibilities appear as a few hundred hectares of open space. But in 2017, that open space attracted over 40 million visits.

Teresa Sperti has had a busy year. As the first ever CMO of World Vision Australia, she has hit the ground running, focusing on bringing a consumer customer experience perspective to the global charity through a combination of martech, data and analytics and marketing smarts.

All the latest martech and adtech news this week from Adobe, IBM, Apple, Daisee, Suzy, 6Sense and more.