Personalisation

Digital Marketing

6 must-take steps when building your organisation’s personalisation strategy

During the recent Adobe Summit, personalisation strategy leaders from two dominant global retailers – M&S and Victoria’s Secret – shared key steps they’d taken to build out respective personalisation strategies, from measurement frameworks and initial business cases to how to find the right areas of personalisation first, goal setting, cultural buy-in and more.

Strategy

Why Coles is ramping up investment in a customer data platform

The supermarket shopping experience of the future will not only be driven by seamless and personalised omnichannel experiences that mitigate friction in the buyer journey for customers, they’ll be predictive, Coles’ technology and customer experience chief says.

Digital Marketing

DigiDirect uses personalised product data to drive revenue growth

With the desire to deliver personalised experiences crashing headlong into consumer privacy concerns, marketers are having to walk a fine line between extracting value from customer data while keeping them onside. But Australian independent speciality photographic store, digiDirect, has found a way to increase basket size by focusing personalisation initiatives onto something it already has complete knowledge of – its products.

Digital Marketing

19 digital marketing predictions for 2022

As the industry shakes off a second year of adapting to global pandemic conditions and an ever-more digitally savvy and socially aware consumer, it’s clear digital marketing faces another evolution in 2022. CMO has canvassed a wide array of predictions from across the industry to find out what’s on the cards for digital marketing in 2022.

Measurement & Analytics

How Theatre Royal Sydney is putting the theatregoer centre stage

As one of Australia’s oldest theatrical institutions, Theatre Royal Sydney might sometimes take its cues from theatre houses of New York and London, staging shows like Alanis Morissette’s Jagged Little Pill. But audiences could be surprised to learn this also extends to how it manages customer relations.

Strategy

6 ways financial services companies are orchestrating personalisation

Personalisation has never been important in the way brands provide experiences to their customers. And in a world where digital is the primary vehicle of engagement, and data is exchanged, customer expectations on how personalised experiences need to be are higher than ever.

Digital Marketing

Building best-in-class personalisation: Tabcorp's bold bet

More than $160 million in incremental turnover and a seamless connection between physical and digital customer engagement are just some of the big wins for Tabcorp since kicking off its best-in-class personalisation program.

Strategy

How Aussie brands are bringing personalisation into CX

Personalisation is a cornerstone of delivering relevant and real-time experiences to customer that count. In our latest Food for Thought series with leading marketers, we asked three brands: What does personalisation mean for your marketing mix and how does it drive better customer experience?

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Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

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