The marketing sector is no stranger to enthusiastic debate, but the battle between privacy advocates and the holders of customers’ personal data has become especially impassioned.

An irony of the data age is that while it is mostly B2C brands lauded for their data prowess, the companies supplying them with analytics tools tend to be B2B. And for this latter group, that means they don’t always get the bask in the glory of what they enable.

Gartner has released its 2021 annual Magic Quadrant for enterprise marketing cloud offerings, highlighting Salesforce, Adobe, Oracle, SAS, Acoustic and SAP as leaders in this marketing technology field.

Building a customer demand-led approach to travel management, predictive personalisation and foresight, not just insight, are all in the sights of Virgin Australia’s analytics chief.

The Forrester Wave: Marketing Resource Management Q1 2020 is out, with Aprimo and BrandMaker leading the pack.

Adobe and Evergage have topped the latest Forrester Wave rating digital intelligence platform providers based on product offering, strategy and market presence.

A new study has found, by 2030, 67 per cent of customer engagement will be handled by smart machines. However, will this simply be trading empathy for efficiency?

Adobe, IBM, Marketo, Oracle, SAP, SAS and Salesforce have been named as ‘leaders’ in Gartner’s recent Magic Quadrant for Multichannel Marketing Hubs report.

Online consent can be a minefield for brands, and just doing enough to fulfil legal obligations no longer cuts it. Transparency is key, balanced with the right amount of information.

Adobe and Salesforce are leading the pack of enterprise marketing software suite providers, a new Forrester report claims.

An inability to produce targeted, trigger-based communications to customers has become a problem of the past for Heritage Bank after deploying a new campaign management platform.

​How to strike the right balance of art and science and blazing a trail in analytical marketing took centre stage at CMO's most recent Sydney roundtable, sponsored by SAS. Marketers from David Jones, Macquarie Group, Taronga Zoo, Vodafone, Cover-more and more joined the lively discussion while picking up tips for success from SAS global marketing leader and author of The Analytical Marketer, Adele Sweetwood.

SAS wants to supercharge your business analysis, through new software that automatically builds multiple models of data and picks those that best predict future events.

Customers are less interested in hearing you talk, than in you talking to them, according to Vodafone marketing and communications general manager, Nilanjan Sarkar.

Launching a new bank is rarely an easy proposition, so why not do so with grand ambitions? This has certainly been the intention behind Moscow-based Leto Bank. Launched in 2012 with consumer-oriented products including cash loans, point-of-sale credit, deposits and payments, the bank aims to a leading position across various segments of the Russian consumer lending market.

Less than one in five marketers has fully integrated and aligned mobile marketing to their overarching marketing strategy, even as more invest in mobile programs and engagement, according to a new CMO Council report.

Customers are happy for businesses to use their data for marketing so long as it’s relevant, according to data scientists at Optus and Medibank.

It’s the burning question for organisations today: How do you shift from being a product-centric organisation to a business that puts the customer at the heart of every decision, advancement and innovation?

Australian automotive advertising website, Carsales.com.au, has rolled out SAS’s Intelligent Advertising platform solution to improve its marketing efforts and manage ad delivery.

Brisbane-based gaming and lottery group, Tatts Group (ASX:TTS), will deploy a SAS multi-channel marketing campaign management system in early 2014, allowing it to send targeted emails to boost customer engagement.

CMOs need a deep understanding of their product portfolio, to embrace data-based decision making, and know as much about technology as the CIO to succeed in the new customer age, the CMO of SAS claims.