There seemed to be a lot of relief that this impending cookie-less future was further away when Google announced last Friday that they are delaying Chrome’s cookie-blocking privacy plan until 2023.
But the time to connect with your customers is now. The deadline that had been looming was the catalyst for brands to reflect on the way we target and market to audiences. This reflection should not stop.
I get that transitioning to a first and zero party data strategy can be challenging, particularly if it’s just one of a number of digital transformation projects on the go. And the delayed deadline may mean that it’s a project that is no longer an immediate priority.
First party data is your business’s biggest asset, and represents an opportunity for your business to build a unique customer experience and defensible competitive advantage. By unlocking this value, the death of the third party cookie has less impact, especially when you’re leveraging your biggest asset the right way.
Safari and Firefox have already deprecated third party cookies and there will still be a reliance on cookies and first party data in the near term; the evolution of measurement solutions will not happen overnight. It’s an encouraging step that Google wants to iterate their Privacy Sandbox solutions further.
Don’t wait until third party cookies are gone
My suggestion is to take the momentum that has been built around first party data and implement a strategy as soon as possible. This will provide a longer runway for testing, learning and iteration.
This could mean investing to solve for customer privacy, evaluating new adtech and martech, and getting current customer data fit for purpose. Ensuring there is durable measurement and tagging in place plus an investment in additional sources of first party data are two excellent steps to progress with.
Having richer, more complete information on your customers will allow your brand to create more tailored strategies and connect with more personalised customer experiences, resulting in better retention, increased brand engagement and loyalty.
To find out more about how you can better capture data from your customers and in turn create better experiences please get in contact with me or the Datisan team.
Need a reminder on what is interpreted as first and zero party data? Read our blog post from 2020 here.
Alick joins Datisan in our Brisbane office from Platinum Electrical and Air, where he was the Business Unit Manager for their growing IT and structured cabling department.
Alick has six years of experience in the IT software and infrastructure industry working for various companies such as Cisco, HPE and Nutanix, and has collaborated with businesses like JBS Swift, QUT, Sunsuper and Glencore to help consolidate infrastructure to enable cloud adoption, scalable infrastructure (both data centre and network) and software driven topologies.
Through his years of experience, Alick has developed a customer-centric approach to helping solve complex business challenges by aligning customer outcomes with the right mix of technology.
When asked about his passion for the client success and engagement Alick commented,
I have a great passion for helping customers understand and navigate emerging technologies to solve their challenges. I love taking a solution from concept to deployment with a customer, and I am excited to apply my background to data and analytics to help create compelling, data-driven customer experiences.
Alick will be working closely across Datisan’s clients in adtech, martech and cloud, with the purpose of driving strong relationships and managing project outcomes.
Datisan’s Head of Business Development, Mike Cornwell, welcomes Alick to Client Success team by saying,
It’s exciting to have welcomed Alick to the growing Datisan team and great to see our customer success function start to scale. Alick has shown impressive credentials in understanding what value represents for our customer’s and mapping it back to technology and work streams.
When asked about joining Datisan Alick said,
It’s a great time to be joining the Datisan team – I’ve already been a part of their annual DATA Day which was an awesome way to meet, and collaborate with, my new colleagues. Datisan is a respected brand in the market that has exceptional talent at the helm – I’m expecting to gain a lot of knowledge along the way. I am eager to use my experience in software and infrastructure to help clients create positive experiences for their customers while driving cross-channel revenue generation and improving their overall ROI.
Welcome to Team Datisan Alick!
We’re so excited to share with you Datisan’s newest team member – Sumen joins Datisan in our Brisbane office from the University of Queensland, where he was the Marketing Intelligence Analyst responsible for digital data, analytics and insights for UQ’s International team.
Sumen has over 10 years of experience in the digital marketing industry, working for various organisations such as digital agencies, Microsoft Bing’s Data team and News Corp Australia, specialising in using data, analytics and marketing technology to help organisations overcome technical and technological challenges and help improve overall customer experience and ROI.
Throughout his career over these years, Sumen has developed great passion to contribute to organisations’ growth and development through thoughtful integrated planning and research to deliver positive digital marketing data and analytics solutions and outcomes that produce sustainable growth.
When asked about his passion for the industry Sumen commented,
I have great passion for understanding and using emerging technology platforms in an integrated manner to improve overall user experience. I love the opportunity to be able to use data and analytics to drive business decisions and enable data-driven marketing and growth hack marketing strategies to help organisations to deliver a positive experience for their customers and develop sustainable growth for their organisations. Furthermore, I love to use data to tell compelling stories.
Sumen will be working closely with Datisan’s Head of Cloud and Martech, Tom Sowerby, on our Analytics services.
Tom was enthusiastic about Sumen joining the team saying,
Sumen is a welcome addition to Datisan in 2021 and his expertise is already evident to our wider team and clients. I’m looking forward to seeing his unique blend of martech and business skills create better experiences for our clients and their customers.
When asked about joining Datisan Sumen said,
I am really excited about joining Datisan – getting to work with some of the brightest minds in the space and I hope to gain a lot of knowledge along the way. I am really eager to use my experience in digital marketing plus my technical skills in data and analytics to help clients create positive experiences for their customers while driving cross-channel revenue generation and improving their overall ROI.
Welcome to Team Datisan Sumen!
With this certification, Datisan is recognised as the first certified sales partner with both Google Marketing Platform and Google Cloud in Australia/ New Zealand.
We’ve been working towards building full stack capability as a business for some time. It is so important for brands to be able to control their data. I’m very excited for us to be the first in the market in ANZ to achieve this milestone
– Chris Rozic, CEO & Co-Founder, Datisan
Being a full stack partner across Google Cloud Platform and now Google Marketing Platform enables Datisan to partner with clients and enable maximum efficiencies and outcomes across our cloud for marketing ecosystem.
With our ability to now offer Google Analytics 360, Display & Video 360, Search Ads 360 and Campaign Manager alongside our existing capabilities & certifications with Google Cloud allows Datisan to solve problems differently.
Chris attributes Datisan’s success to taking a singular, data-driven approach to digital marketing analytics before it became the buzzword it is today. He feels that businesses need to adopt to a new way of leveraging adtech and martech tools.
The industry is undergoing significant change, and I believe we’re at a turning point where businesses have no choice but to embrace it.
Australian brands and agencies continue to grow their investment in digital advertising which is now at $9.1 billion (up 7.1% in the last two years). Illustrative of this, programmatic advertising has reached a new peak in the last quarter to June, with 44% of all advertising on content sites being programmatic and the percentage of inventory bought directly from advertisers decreasing to 15%, according to IAB Australia Online Advertising Expenditure Report (OAER).
Chris added, continuing to say, “Customers have growing expectations to have personalised and efficient experiences with brands – from seeing an ad all the way to a conversion.”
Brands need to take back ownership of their marketing data to enable these experiences and drive transparency into what works for the end user or customer, who increasingly wants their data protected.
By offering first-party data ownership, we help advertisers embark on a journey with their in-house or agency teams in consolidating multiple disparate platforms and supercharging their digital capabilities.
– Bharat Tarachandani, Head of AdTech
Bharat led the effort for Datisan’s certification with Google Marketing Platform and is excited to see how this can now work together with Datisan’s strategic approach to client marketing data across both Google Marketing Platform and Google Cloud.
“The industry has been asking for more transparency, data ownership and a single view of the customer journey. Google Marketing Platform offers that opportunity to adopt a platform built with digital-first focus to deliver for today and the evolving future.” Bharat stated.
Google Marketing Platform will allow for the consolidation of platforms (like targeting, bidding, personalisation and measurement), which can traditionally be a challenge. We believe this will be an opportunity to bring data, analytics and media together. Importantly, this will help to maximise client investments.
Different to a traditional media agency with full stack capabilities, Datisan’s expertise with Google now sets us apart as a Platform Enablement Partner. For CMOs this means the opportunity to work with a partner that can deliver transformational change to their marketing outcomes.
Chris concluded that Datisan’s success had been built on a relentless focus on a results-driven, optimal client experience.
Datisan is looking beyond the horizon at what technology and culture trends are going to change both ours and our clients’ businesses.
Visit our Google Marketing Platform page to learn more about this exciting range of tools and platforms.
We live in an era where customers expect an ever more personalised customer experience. And so they should. With the increasing number of touchpoints between companies and customers and the information that we’re able to generate and capture from those interactions – we have the data to be able to provide that experience. The issue that many businesses are facing is that their data is siloed across different platforms and departments making it near impossible to take advantage of the potential of this information and obtain a single view of the customer.
Cloud for Marketing (C4M) allows businesses to take their siloed data from those disparate platforms and traditional data warehouses and securely bring it all into one place. To integrate, collect, analyse, and visualise the information so it can be more simply understood and used. Meaning that you spend less time trying to connect your data and more time learning from and activating it responsibly.
As it’s a concept still relatively in its infancy for the wider marketing community, we’re going to showcase the benefits of cloud for marketing for each part of the marketing process with example use cases and a couple of case studies too. We’ve narrowed it down to 3 steps for how we can use the cloud to improve the customer experience which will form the basis of our Cloud for Marketing Blog Series.
As you already know, the customer journey is compiled of every single experience and interaction a customer has with your business or brand. From the initial Google search for retailers through to your website, evaluating its ease-of-use, through to the transaction screen, and inevitably the follow-up.
But why is it so important that we understand the customer journey? Well, for starters, attracting your customers’ attention is becoming increasingly difficult. The digital landscape means customers are no longer restricted by geographical location, and the market is vast. Being seen presents enough of a problem on its own.
Even if you’ve managed to attract customer attention, a lot of companies are struggling to use the data they have effectively to forge stronger customer experiences. A customer may make a transaction, but the lack of convenience in the process may stop them from coming back.
Another common issue that’s impacting on the quality of the customer journey is the lack of infrastructure set in place to manage and capture the large volume of marketing data to ensure consistency. What’s more, when it is captured, it’s too late to do anything about it. The relevant customer experience and messaging isn’t reaching new or existing customers at the right time.
So now that we know why the customer journey is so important, do we start to address these problems? By driving insights from data. And how do we do that? With Self Service Analytics. We need to collect and integrate the data better in order to better analyse and visualise it.
Self-Service Analytics can help understand the customer journey, analysing how they arrived at each point of interaction with your business. Business Intelligence (BI), which gives end-users the ability to develop near-instantaneous reports and analyse their data
Self-service analytics is simply for non-technical users to interact more straightforwardly with their aggregated data, even creating parameters and customising reports. This all takes place on the dashboard. It’s a sort of shareable workspace where all data is compiled, helping generate insights and aid decision-making simply through making the data visible. With this dashboard, you can reduce time squandered on transactional reporting with stakeholders and provide easier access to the data required.
To use a case study example – for a travel brand operating globally across over 20 countries with more than 40 brands aggregating data for insights was no easy task. They had no feasible way to provide data-driven marketing at such a scale. The solution was to use the cloud. By taking hit-level raw data in Analytics 360 from across every website and app, and compiling it in Marketing Data Store, they suddenly had access to an unprecedented level of marketing intelligence.
With this setup the company was able to share data-sets across employees of different functional expertise, so they could all work towards the same goal. The intelligence wasn’t siloed in hard drives, so could be used to assist marketing across the company’s brands, and they could create customised dashboards to inform campaign intelligence. All of this was possible within a reasonable timeline, meaning campaigns could be adjusted in real time. In all, the brand aggregated almost 3 terabytes of data per week.
The customer experience is not what it once was. One size no longer fits all when it comes to marketing, which could be a technical nightmare, tailoring journeys based on individual data sets. But that’s why C4M is so important. By aggregating raw data into a user-friendly dashboard, self-service analytics makes data and insights accessible when you need it, how you need it.
Having access to data is important, but it’s just the first step. Without the right tools, companies waste valuable time and web developer resources trying to share and understand it.
Stay tuned for part 2 of our Cloud Marketing Series, where we will discuss how to predict market outcomes. In the interim, check out our Datisan Bytes Cloud for Marketing video with CEO Chris Rozic. If you have any further questions or want to get in touch with the team at Datisan feel free to hit us up here.
that we are officially The First Google Cloud Platform (GCP) Partner in Australia to achieve Expertise in Marketing Analytics, rubber-stamping our capability in our already growing certifications list within our partnerships with both Google Cloud Platform and Google Marketing Platform.
If you’d like to find out more about how Datisan can help you to modernise your marketing, book in for a consultation with our CEO Chris Rozic here.
This month Google has hosted the Advisory Board Centre Essentials and Connect sessions across the country. Datisan CEO, Chris Rozic has been speaking to advisors and businesses at these events about leveraging cloud technology to better activate their business and marketing data.
Louise Broekman – CEO, Advisory Board Centre
Chris Rozic – CEO & Co-Founder, Datisan
Matthew Winter – Partner Engineer, Google Cloud
Many thanks to Advisory Board CEO Louise Broekman for facilitating these events and inviting us to be a part of them. Thanks also to Google for hosting, Matthew Winter for speaking and the following interviewees: Karen Crawford, Simon Webb GAICD and Geoff Gourley
To talk more about Cloud for Marketing and how it can transform your business, get in touch by booking for a consultation with Chris here.
We were each asked to take a few minutes to do an exercise and ask ourselves a couple of questions about what it is that we actually do at Datisan.
The first was to propose a common pain point for our customers:
You know when..?
IT and marketing sometimes don’t see eye to eye? Especially when it comes to gaining access to first party data to allow it to be connected to marketing data?
The second question (and corresponding answer) we’ll come back to at the end, but this first question got us to thinking about the gap that lies between marketing and IT. Is it just about data access? Is it about a lapse in communication? Or about different focuses for different teams?
The answer is all of the above.
It’s fair to say that while traditional marketing didn’t rely as heavily on technology, that this has completely shifted. The digital marketplace has demanded that every business be a ‘tech company’, and in relation to marketing, that their processes become digitised to deliver more personalised, seamless journeys for consumers. Customer experience improvements, driving client growth and increasing customer loyalty through behavioural targeting are all expectations of marketing teams which are heavily (if not completely) dependent on tech. This is why marketing is so reliant on the support of their IT department.
According to the Harvard Business Review the majority of IT professionals believe that mining big data for business intelligence as well as digital audience expansion, geo-tagging and tracking of customers already plays a huge role in marketing and that this is only set to increase. But IT are also a department in their own right, with their own objectives to achieve and delivery requirements.
A 2014 Accenture survey of over 1,100 Senior Marketing Executives and Senior IT Executives showed that 69% of CMOs recognized the need to align with IT (56% in 2012) vs. 83% of CIOs (77% in 2012).
– While these figures had clearly improved over the 2 years that the survey was conducted (and you’d hope it has continued to increase since), we’re clearly still coming unstuck somewhere.
So what’s the issue? Well for starters marketing and IT aren’t communicating. They’re speaking different languages and have completely different objectives. IT are focused on internal architecture, security and governance and marketing are focused on leveraging the latest technologies to deliver better customer experiences.
Again from our favourite 2014 Accenture report:
Marketing – “My IT team does not understand the urgency with which I need to integrate new sources of data to address market conditions”
IT – “Marketing don’t properly understand the technology and their requirements and priorities change too often for us to keep up. ”
The second issue is that often the infrastructure isn’t set in place to manage all of the data that marketing requires access to, to automate and personalise their customer experiences. Huge amounts of data from multiple sources need to be collected, integrated and harvested to produce these insights, and quickly.
So how are these problems being addressed? More and more we’re seeing the emergence of cross over roles like Chief Digital Officers who are cutting through marketing and IT silos and becoming a bridge for delivering integrated solutions. Whether a company sees the necessity for the new role or not, one thing is clear, that CIOs and CMOs should be better communicating and collaborating between teams, especially when it comes to customer focused digital transformation. They should also understand and appreciate one another’s internal deliverables, particularly for IT who still have to work on the internal intellectual property of the company as well as supporting and building internal apps.
On the infrastructure front there needs to be integration of technology, data and marketing services. Next-generation external marketing services and running the platform in the cloud, allow marketing and IT to provide better customer experiences, responding quickly to new customer requirements and adding new services if necessary.
Back to our Monday morning meeting where we were asked to see how we fit into all of this:
“So what we do to solve this problem?”
Well what we do is…
Help businesses to bring all of their data together in cloud native data warehouses by being able to talk marketing with IT and IT with marketing. We help you to make sense and activate the data to improve on your customer experiences.
So really, we’re killing a couple of birds with one stone. We’re helping IT and marketing to speak the same language and develop roadmaps that have everyone on the same page with aligned objectives and strategies.
Whether those strategies include hybrid cloud (on-premise + cloud) or full cloud migrations for marketing workloads, we’ll help to consolidate your data, giving better, more timely and efficient insights.
I’m Chris Rozic, CEO of Datisan. Please sit back, relax, and strap yourself in for a story.
Back in 2009, our sister company Traffika was created with the future of digital marketing in her sights and a promise to always test and learn. This was founded by an undeniable belief that data was the future of marketing. In the five years following its inception, and through constant experimentation and evaluation of her own data, Traffika learnt that there was a market need for sharper data capabilities and infrastructure. It was this insight that created a unique opportunity and so, the idea of Datisan was born.
Fast forward to 2017, and I had the good fortune of meeting Matt Daniels (our now CTO). I’d been working in the analytics space and he in IT-led development and we decided to work together to build a customer experience management platform called ArkCX. It was this platform which became the catalyst for a conversation between myself and Matt Forman (Founder of Traffika.)
Soon after this, I joined the Traffika team in Datisan, now truly established as its own entity under the parent group, Maverick Data Group. It gave us a unique positioning around data enablement, data enrichment via a platform and data activation via Traffika. And we could do all of this through the marketing and customer lens.
Much like Traffika, at Datisan we pride ourselves on our authenticity and passion for what we do. For everyone who works here, our drive comes from our personal passions around creating legitimately relevant, data-rich experiences for customers.
As an example, our CTO Matt Daniels has always wanted to build websites that people actually want to use and would help them through their journey. And not just based on anecdotes or gut instinct, but on data. The core of his belief is that
“Data gives you the reason why people do things, and therefore it should be used as the reason for doing things.”
I’ve always been obsessed with measurement and wanting to know why. Working in marketing and looking at focus groups and research from above the line advertising was never enough. I saw first hand how much more effective digital marketing could be at translating customer behaviour into data insights.
“I wanted to see how data could show us how to understand the emotions behind decision making.”
Needless to say Matt Daniels and I had a certain synergy in our visions and when combined with Matt Forman we were able to create a business that we really care about. That’s really how our passion for Datisan – came together and frankly, it’s why we do what we do.
The uniqueness of Datisan really boils down to a couple of things, experience and our combination of skillsets. The entire Datisan group have worked both client and agency side for decades. And with experience in cloud and IT infrastructure, marketing, analytics, IT and implementation we have the ability to understand the customers’ problems holistically. At an activation end we can easily identify the issues, but our combined skills help us to take a step back to find a solution for the entire process, all the way from IT infrastructure, to Mar-tech, to the marketing activation itself.
“In essence, it’s a coming together of senior minds that sets us apart from the crowd.”
On this blog you’ll find updates on what’s happening in data, analytics and cloud tech around the world, business updates on Datisan and some thought-leadership pieces from our talented team of tech heads. I’d like to thank you for being a part of the Datisan journey. Make sure you come back to check out our next blog and follow us on social.