Marketing Magazine

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Ditch ‘last-click’ – how to build a business case for attribution

Effective attribution measurement will require some investment, and in order to implement one, you’ll first need to build a strong business case for it. _...

BY  Partner

24 October 2016 3 min read

OPINION shares

Customer service: to automate or augment?

Michael Slip says brands which automate their customer experience channels simply as a measure to reduce cost and staff numbers will never see the benefits...

BY  Marketing

20 October 2016 2 min read

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Out-of-home, wearable tech and best-practice CX: how to engage consumers inside and out

Robin Marchant says harnessing the power of outdoor advertising and wearable tech, in conjunction with CX is the key to tapping into and retaining consumer...

BY  Marketing

12 October 2016 3 min read

OPINION shares

Three challenges you must face head on to build an analytically-driven organisation

Craig Rutkowske and David Kelly talk us through how a truly analytical marketing business must understand its customers, and develop actionable insights....

BY  Marketing

10 October 2016 3 min read

OPINION shares

Why multi-touch attribution is a necessity, not a luxury in the post-digital age

Nikki Retallick explains how multi-touch attribution can successfully transform a business, one customer at a time. Since becoming head of data and...

BY  Marketing

5 October 2016 1 min read

OPINION shares

Finding the right balance between convenience, speed and ROI in your automation journey

Helen Masters ponders automation and its effect on manufacturing, saying it shouldn’t be treated as an end-all solution, but instead a tool that frees...

BY  Marketing

4 October 2016 2 min read

FEATURE shares

Virtual reality feature: the empathy machine

Julie Berry explores why virtual reality (VR) technology will impact our lives in a way even the most tech-savvy among us will struggle to conceive. This...

BY  Marketing

3 October 2016 9 min read

OPINION shares

The ins and outs of data in and data out

Ben Fettes has some considerations for next time your digital marketer says ‘it’s as easy as data in and data out.’ You’ve probably...

BY  Marketing

23 September 2016 3 min read

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How to ensure your emails are reaching inboxes

Marketers with an understanding of what affects sender reputation, why email engagement matters, and best practices for deliverability, will get the best...

BY  Partner

23 September 2016 3 min read

OPINION shares

Three strategies for optimising your mobile marketing mix

Scott Mirabello urges us to look beyond app marketing, and assume every aspect of marketing will hinge on a mobile interaction. Here’s his tips for...

BY  Marketing

22 September 2016 4 min read

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Why cybersecurity should be a top priority for marketers

Marie Hatter says it’s time for marketers to recognise the inextricable link cybersecurity has with brand reputation and success. Many marketers don’t...

BY  Marketing

21 September 2016 3 min read

FEATURE shares

Mobile TV: the next big thing, or not?

There is enormous interest among advertisers in the potential for 3G and mobile TV. Claudia Sagripanti looks at some of the challenges surrounding mobile TV...

BY  Marketing

15 September 2016 5 min read

OPINION shares

It’s beginning to look a lot like Christmas planning time

Don’t want to think about Christmas yet? Too bad, writes Ben Sharp. You don’t need to look at the data to know that retailers rely on strong Christmas...

BY  Marketing

6 September 2016 3 min read

NEWS shares

Nielsen: a third of online Australians have played Pokémon Go

Almost a third of online Australians played Pokémon Go in July, and it was second only to Facebook in terms of time spent playing. Latest figures from...

BY  Peter Roper

31 August 2016 2 min read

OPINION shares

Friction, spark, innovation! The formula for breaking big data sets to impact customer experience

Holly Joshi outlines a three-step framework that, if used correctly, promises happier customers, a more effortless journey and overall positive rewards. The...

BY  Marketing

29 August 2016 4 min read

OPINION shares

Why contextual data is key to customer experience management

Lisa Loftis writes that experience management can yield tremendous benefit if contextual understanding is applied to communications at the right point in...

BY  Marketing

25 August 2016 3 min read

OPINION shares

How chasing behavioural targeting ‘quick wins’ harms your brand

Many new data-driven, targeted marketing techniques are now possible, but recent evidence suggests that some may actually do more harm than good. Mark...

BY  Mark Cameron

11 August 2016 2 min read

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Data strategy: How to keep it real in the era of technology feast and insight famine

1,009,491 days later and Rome is still being built. Likewise, Lucy Acheson calls for a healthy dose of pragmatism in this four-step mantra for planning and...

BY  Marketing

3 August 2016 5 min read

OPINION shares

Business technology implementations are no longer an IT matter

Peter Strohkorb says companies should focus on people first, before the latest technology, to see the best return on tech investments. “Half the money I...

BY  Marketing

22 July 2016 2 min read

OPINION shares

‘Why?’ The old question we should ask new technology

New technology can prove very tempting for marketers, but Rob Morrison warns that we should ask ‘why?’ Before allowing it to seduce us. It’s...

BY  Rob Morrison

19 July 2016 1 min read

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