Telstra

Leadership

Telstra slashes customer product offering; cuts 8000 staff

Telstra is cutting 8000 staff and contractors, slashing customer plans and pricing and creating a new infrastructure business unit in a strategy shake-up it claims will simplify structure and cut costs while improving customer experience.

Digital Marketing

How Telstra is applying machine learning to marketing mix modelling

Understanding the impact and optimal combination of marketing and media tactics for success is an increasingly complicated task for marketing functions. It’s even more difficult if you want to interpret the data in a quick enough timeframe to optimise, pivot or swap out marketing programs while they’re still in-market. But this is exactly what Telstra is becoming able to do thanks to a new marketing mix modelling approach based on machine learning, rolled out in June.

Digital Marketing

Telstra reports strong financials, NPS lift

​A lift in episodic as well as strategic Net Promoter Scores (NPS) is proof Telstra is acting on its number one objectives of putting customers first, CEO, Andy Penn, claims.

Telstra remains Australia's most valuable brand

Telstra has retained top standing in Australia’s list of most valuable brands while Commonwealth Bank remains Australia’s most valuable banking brand, the latest top 100 list reports.

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State of the CMO 2020

CMO’s State of the CMO is an annual industry research initiative aimed at understanding how ...

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Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

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