Data quality management and benchmarking for a brand marketer – Case study

An Australian Brand Marketing Manager was initially looking to assess email providers, and was questioning the value of two existing suppliers to their organisation. Once they discussed the issue with TrinityP3, the real challenge identified and agreed was how to assess the value of all available data sources to ensure that the organisation was set up for a customer centric marketing approach prior to assessing external vendors. Continue reading

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How agency websites are failing in their new business efforts

We were recently engaged to assist a client undertake a search for agencies across a number of markets outside of our Asia Pacific base. Therefore we were unable to rely on the resources within our TrinityP3 Agency Register. Instead we undertook a comprehensive online review of agencies within the marketplace. The results were, to say the least, appalling. Continue reading

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How smart marketers are moving beyond the agency remuneration stalemate

For those of us working in what we call the ‘real’ world, although we all say we’d love to do it, in the end basing any remuneration on results is just too hard, too controversial and too complicated. Instead, the question of agency remuneration depends on budgets, head hours, rate cards, resource levels, scopes of work, mix of resource, overheads, estimates, mark-ups, disbursements, ad serving costs, payment terms, a large serving of guesswork and a dollop of gut feel. Maybe ROI might get a look-in now and again. Not often though. Like most problems that first present as binary choices, there is of course another solution. Continue reading

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Why a CMO and Digital Marketing Manager engaged TrinityP3 for a Supplier Search

The CMO and Digital Marketing Manager of a leading Australian construction, property and finance company contacted TrinityP3 to provide an independent and objective market search. They were looking for specific digital suppliers that could provide the following skills: Continue reading

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Managing Marketing – Data, intuition and fact-based decision making

Glenn Granger, CEO at Marketing QED, talks data with Darren Woolley and its role in informing fact-based decision making rather than simply relying on intuition. They discuss the challenges, processes and benefits of taking a ‘Math Men’ approach to marketing instead of the traditional ‘Mad Men’ style. And provide insights into why we work the way we do and how to improve. Continue reading

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A silver bullet for using data and digital agencies to drive better marketing performance?

What’s the right path to focus on for your business? Who are the right agencies and suppliers to have on your side? There are plenty of great providers in the Australian market and offshore, however it is proving more and more difficult to get beyond the hype and promises to discover the real value that they can add to a business. Continue reading

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3 smart ways to make decentralised marketing structures perform better

Sometimes, if you read the marketing trade press, it seems that everyone in marketing is able to work unchallenged to champion their great cause on behalf of their fantastically co-operative business. Of course, those of us who spend any time working with marketers or in marketing know that it is not usually the case. Rare are the occasions where marketers have control of even more than one of the traditional 4 Ps of marketing. Continue reading

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Why the Chinese have a more accountable understanding of marketing

As anyone who has had to translate Mandarin into English or English into Mandarin will know, there are many words and phrases in both languages that do not translate directly or completely in a way that leaves you completely comfortable that the full meaning has been communicated. But for a marketing management consultancy the translation of the word Marketing was important to get right. Continue reading

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Managing Marketing – How to create high performance client / agency relationships

Cam Carter, founder of Navigare, shares his thoughts with Darren Woolley on what it takes to create high performance marketing and agency teams. They discuss the roles of tools, such as surveys and explore the function of a third party consultant in assisting in managing the process to optimise the relationships and outputs of the client / agency relationship. Continue reading

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Television advertising cost considerations with celebrity talent – Case study

The advertiser, a global food and beverage company, had briefed their agency for a television production with a defined budget. The agency had come back with a production estimate that was over budget and were unwilling to negotiate the cost due to concerns that the concept involved a well-known celebrity endorsing the product and therefore no risk should be taken in the production. Continue reading

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The Future of Marketing – where is it going and how will it impact you?

In my role as the Chair of the Australian Marketing Institute and as the CEO of TrinityP3 Marketing Management Consultants, I was asked to participate in a webcast on “The future of marketing” hosted by Redback Conferencing, the webinar providers for the Australian Marketing Institute. In a broad ranging conversation between three marketing thought leaders, the webcast covers everything from marketing structures to the role of data and technology in informing strategy and performance. Continue reading

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When should a CEO throw their CMO under the technology steamroller?

Technology is changing everything – how we communicate, how we shop, how we travel, how we are entertained, how we network etc. It is therefore natural that it is having a huge impact on a business function as essential as marketing and sales. Yet time and again we hear of businesses and marketers being caught unaware by technology. But how can the CEO tell if their CMO, General Manager Marketing, Marketing Director or Marketing Lead need to be thrown under the technology steamroller to save the company? Continue reading

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Why a CMO engaged TrinityP3 for a digital team transformation – Case study

A leading Australian CMO was looking for an independent and objective assessment of the effectiveness and efficiency of a digital team including SEO, paid performance, programmatic media planning and buying, social media, content marketing, data analytics, digital technologies, third party systems, and campaign reporting. Continue reading

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