​Where human outcomes are the goal, black box algorithms should not be allowed, said a data scientists from the University of Sydney.

​Marketers hoping to capture the attention of the up and coming consumer must personalise, evangelise, humanise, and fetishise if they are to succeed.

Putting creativity and machine learning into the same sentence might seem like an oxymoron, but it’s only by combining both that brands will harness artificial intelligence for customer engagement success.

​Reduced cost of sale, higher customer engagement scores and stronger conversion are just some of the results Contact Energy has chalked up after building out a personalisation program.

Marketers are so time poor, they are not realising the omnichannel goals they wish to achieve, according to president and founder of dotdigital, Tink Taylor.

Finding new ways to engage and inspire members using personalisation experiences is top of the list for Fitness First’s new head of marketing.

A consistently personalised multi-channel approach to customer messaging globally has seen Movember not only chalk up three-fold improvement in engagement, but also lift email revenue for its charitable cause.

An international study conducted by The Center for Generational Kinetics and commissioned by WP Engine reveals that Generation Z, born between 1996-2010, are willing to trade privacy for personalised experiences, prefer business to have both an online and physical presence, and that brands be socially accountable.

Xero has today launched its new My Cases feature within Xero Central, which uses machine learning to personalise content and speed up response time, for a better customer experience (CX).

If there's one thing about marketing that can be said to be constant, it's that it always changes. With new technologies, such as voice, AI, machine learning, virtual reality, augmented reality, natural language processing and facial recognition, about to become mainstream, it can feel as marketers, that we are always chasing our tails.

Going from zero to 99 per cent digital advertising spend in just a few short years is an excellent illustration of how the marketing and advertising climate has changed significantly in such a short period of time.

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.

Fashion retailer, City Beach, was having a dream trading run until the late 1990s. After surviving the first hurdle into digital and embracing email as a marketing tool, City Beach hit a problem with its legacy automated marketing platform.

If there’s one thing Showpo believes in, it’s listening to its customers. For Showpo CMO, Mark Baartse, too many companies talk about customer experience, but don’t actually talk to them enough to get the facts.

​BIG W is in its second year of a turnaround strategy, which aims to make the retailer more relatable to Australian families. And while it's early days, its general manager of marketing, Kristen Linders, says the retailer is starting to see some green shoots.

​The role of brand is more important and valuable than ever and is key to accelerating growth, particularly when an overall sense of trust is in steep decline.

For Open Colleges, personalisation has made a big difference. In fact, the online education organisation has seen a 42 per cent increase in conversion rates after A/B testing and optimising its normal welcome journey.

Pacific Boating was ahead of its time. Long before the share economy was a thing, Pacific Boating was offering its boat sharing service to customers – but in a highly untargeted way.

In today’s experience economy, Australian company, Intrepid Travel, has found data and personalisation have made all the difference. In fact, using data has been so successful, the group recently sold out a tour in 16 hours, the fastest in its 30-year history.

Doing good is just part of doing business today for Unilever and Marriott, which featured in the Dreamforce keynote as examples of putting customers at the centre of business.

​If your marketing is intrusive, you will not exist. This is the advice from Bonzai CEO, Rahul Pandey, who was visiting Sydney last week.