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Category Archives: data & direct marketing
Agile Marketing delivery – Become an instant expert
It’s a term that came from the software development industry back in the 1950s, whereby solutions were developed and evolved with cross-functional team collaboration. Agile software development was designed to have all aspects of planning, analysis, design, coding, and testing included together to have working prototypes and products developed and presented to stakeholders for fast approval and implementation throughout defined release cycles. Continue reading
Posted in data & direct marketing, industry news & trends, marketing process optimisation, mobile marketing, social media & digital marketing, strategic management
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Enabling Data in Creative, to pull the final lever for digital success
There are 3 main levers to drive results in digital advertising – media, data and creative. The media lever, typically controlled by a DSP, enables you to optimise media schedules and placements based upon audience, environment, response and price. The data lever is currently managed by DMPs, linking data and knowledge to audiences and outcomes. Continue reading
Posted in agency solutions, data & direct marketing, industry news & trends, marketing process optimisation, return on investment, social media & digital marketing, television & electronic production
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The importance of unsubscribe management
From 25 May 2018, Australian businesses of any size will have to comply with the European Union’s (EU) General Data Protection Regulation (GDPR) requirements if they: have a business entity in the EU, offer goods and services in the EU, monitor the behaviours of individuals in the EU. Continue reading
Posted in customer relationship management, data & direct marketing, interesting observations, marketing process optimisation
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The Creative may be Digital, but the process is analog
Let’s be clear, no matter how good an ad format or placement is, no matter how accurate the media targeting is – an irrelevant ad, is still an irrelevant ad. As Marketers are now living in an omnichannel world with increasing internal and external ‘CXpectations’, they are expected to do more with less. Digital continues to deliver shattered fragments of consumer touchpoints which has resulted in working and non-working dollars becoming blurred as technology intertwines context (media) and content (creative). Continue reading
Posted in agency solutions, data & direct marketing, industry news & trends, marketing process optimisation, social media & digital marketing
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Managing Marketing: Navigating digital transformation
Adam Good is the Chief Digital Officer at Dentsu Aegis Network in APAC and in this podcast he is talking with Darren and reflecting on his career on both the marketing and agency side as the industry navigates the digital transformation and the impact of organisational alignment, innovation, collaboration, trust and a shift to Agile Marketing. Continue reading
Posted in data & direct marketing, industry news & trends, marketing process optimisation, Podcasts, social media & digital marketing, strategic management
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Marketing Performance measurement – Become an instant expert
One of the greatest challenges for marketers is to prove that the activity is actually making a financial impact. So as a key influencer, you are in a great position to challenge your leaders with questions such as: What are the real objectives of this activity? And, is it driving brand value, or aiming to deliver business and financial growth? Continue reading
Posted in data & direct marketing, marketing process optimisation, return on investment, social media & digital marketing
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Managing Marketing: The impact of science and technology on media and marketing
Ori Gold is the CEO of programmatic platform Bench, and here discusses the impact of science and technology innovation and the best way for marketers to deal with this rapid and constant change. Embracing complexity and applying the scientific approach of test and learn is central to thriving in the changing world of marketing and business. Continue reading
Posted in data & direct marketing, interesting observations, marketing process optimisation, Podcasts, return on investment, strategic management
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5 ways to further reduce the influence of marketing in your organisation
Any marketer, obviously, would want to increase the degree to which their discipline infuences the organisation in which they work. At least, you’d think so, wouldn’t you? In fact, in our experience the best efforts of some marketing teams can sometimes have quite the opposite effect. Here are five of the quickest ways we’ve seen to make a marketing team less influential. Have you and your team ever been guilty of any of them? Continue reading
Posted in agency solutions, data & direct marketing, industry news & trends, interesting observations, marketing process optimisation, marketing procurement, social media & digital marketing
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Madison Avenue Moneyball: Insights About the Game of Advertising
By now, we know what “Moneyball” is: The best-selling book about baseball by Michael Lewis (2003), the Academy Award-nominated movie with Brad Pitt (2011) and — most importantly — the underlying concept that obscure metrics reveal the truth about how the game of baseball works. Moneyball general managers, like Billy Beane of the Oakland A’s, could consistently win games despite payroll disadvantages that prevented the A’s from hiring expensive talent. Lewis asked, “How’d they do it? What was their secret?” Continue reading
Posted in agency remuneration / compensation, agency solutions, data & direct marketing, industry news & trends, strategic management
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Lorenzo’s lesson on customer data and big data for business
About 12 years ago we bought our first office in South Melbourne and on the day we moved in I went downstairs to the café on the ground floor to get a coffee. It was a buzzing place and the guy behind the counter introduced himself as Lorenzo, the proprietor. He knew I had not been there before and I explained we had just moved into the second floor of the building. He took my order, a strong latte, and we continued talking with him asking about what type of business we had and why we moved intro the area. Continue reading
Posted in customer relationship management, data & direct marketing, interesting observations, marketing process optimisation
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Managing Marketing: The incredibly complex choices facing marketers
Liam Walsh, Managing Director of Amobee talks with Darren on the increased choice facing marketers today with technology companies, management consultants and agencies all competing for the marketing budget and why marketers are increasingly challenged in making these choices in the face of increasing complexity. Continue reading
Posted in agency solutions, data & direct marketing, industry news & trends, marketing process optimisation, mobile marketing, Podcasts, return on investment, strategic management
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