COVID-19 has rapidly changed customer expectations and needs – pushing the vast majority of financial service providers (banks, insurers, lenders etc) towards new technologies to be integrated seamlessly into the customer experience.
Prior to the pandemic, the industry was in a unique position of change, moving swiftly towards a heavy focus on personalisation and targeting. Datisan’s 2019 Annual Digital Marketing Maturity Growth Report identified the financial services industries as being on a more mature trajectory to many industries, as the FSI average was seen as ‘Connected’, compared to the Australian average of ‘Emerging’.
Econsultancy.com surveys conducted in mid-late 2018 found that while 37% of financial services firms say that ‘targeting and personalisation’ was a top priority for their organisation, surprisingly 94% of banks said that they hadn’t quite figured personalisation out yet.
Our 2019 Digital Maturity report also discovered that only 15% automate their digital marketing optimisations. Our report also found that 85% of financial services businesses didn’t leverage automated media optimisation and bidding tools, relying instead of manual bids updated weekly or rarely.
For a ‘connected’ industry, one disconnect we found in our Report was that only 15% automate their digital marketing optimisations.
Customers are no longer satisfied with being told that ‘everything is okay’ by a faceless corporation, and trust has become more crucial in the customer decision-making process (especially with regards to financial matters).
The use of data-based personalisation in fostering emotional trust is new to many financial services companies and can be a tricky area to navigate.
Use not enough personalisation, and customers may find their experience to be inconsistent, generic and confusing. Use too much personalisation and it can get overwhelming. In fact, according to Gartner:
38% of consumers have stated that they would stop doing business with a company if they found personalisation to be ‘creepy’.
The challenge is striking a balance of personalisation in the customer experience.
Through setting up systems to gather customer intelligence and acting on this data in a contextual manner we can hope to create the desired journey.
According to PwC,
We expect that the ‘new normal’ operating model will be customer- and context-centered.
“That is, companies will change the way they interact with their customers based on the context of the exchange. They will offer a seamless omnichannel experience, through a smart balance of human and machines.”
Personalisation and trust should be working together in these times. Marketing news site ‘The Drum’ notes:
“There’s an element of politeness which should sit alongside personalisation in finance, whereby people need to agree (beyond just accepting cookies) before brands can go ahead and get friendly. When approached sensitively – which is especially important in these uncertain times – personalisation will help finance brands set themselves apart from competitors; not just other banks, but fintech start-ups too.”
To find out how you can set your financial services brand up to foster more personalised and trusted customer experiences, and make the leap to cloud for marketing technologies, get in touch with Datisan today.
Following the onset of the COVID-19 pandemic, however, global air travel has decreased 85% from this time last year, and Google searches for phrases such as “can I travel” or “safe to fly” have skyrocketed. At least 27 airlines have filed for bankruptcy, with hundreds of others clinging on to life as restrictions continue to extend.
On a more micro level:
We have all seen the impacts of travel restrictions on our own networks. If not ourselves, we all know someone who has had their travel plans dashed. As a result, we are seeing decreased tourism spend globally, but increases in local travel where would-be travellers are staying closer to home. Google searches worldwide for “staycations” have increased by 100% since 2019, and searches for “beach open” have exploded by over 3,000%.
Road trips have also seen a resurrection in mainstream popularity during the pandemic – the American Automobile Association estimates that 97% of all trips taken over the summer in the U.S. will be via car.
Unsurprisingly this has been popular in Australia as well:
There has been a raft of content regarding the resurgence of classic road trips in Australia in recent weeks, timely with borders opening imminently – #vanlife and #vanlifeaustralia are trending terms on social media as well.
So, what does this mean for businesses as we look ahead to the future of travel in a post-pandemic landscape?
As consumer behaviour surrounding travel shifts, businesses must remain agile and adopt innovative measures to continue driving the tourism industry forward.
With so many travellers stuck at home pondering their wanderlust, there is a natural opportunity within the travel industry for the use of virtual reality to be utilised more often. Not only can VR give a sense of being physically within a destination and allowing you to ‘get away from it all’, it is also a valuable ‘try-before-you-buy’ tool for both travellers and travel agents.
With less disposable income, travellers will be more selective in their choices for holidaying. To ensure they receive the best value within their budget, demand for ‘try-before-you-buy’ will likely surge.
Check out an example from Holoscribe – this VR experience of Barnard Castle in the UK. This tool allowed viewers to explore the castle and the surrounding area.
Ben Fogarty, CEO and co-founder of Holoscribe, said:
Using readily-available content like Google Maps Street View, 360-degree imagery and free-for-commercial use imagery, we were able to pull together and publish this 360 interactive experience in a matter of minutes using our XR Publishing software. It means consumers can explore and discover attractions like Barnard Castle and the surrounding area from their home and plan their visit when it is safe to do so again.
But when will it be safe to do so? Perhaps the most prominent change to travel has been in hygiene expectations from travellers. This presents a unique challenge in that hygiene standards (and what is perceived as ‘safe’) differs largely between countries.
As a result, companies must employ precise data in their customer profiling to understand how each consumer will interpret booking considerations – and tailor the customer experience accordingly.
Our 2019 Australian Digital Marketing Maturity survey responses told us that:
3 in 5 travel & leisure industry businesses already use a range of 1st and 3rd party data sources to target their audiences for digital marketing campaigns.
And what’s more:
2 of those 3 are doing so at a high level, and are able to create a complete view of the customer from different data points.
Not only this, but 80% of respondents reported partial linking of online customer data (e.g. ad server, DSP, web analytics), with 20% having significant offline to online linking, meaning they are able to link customer journeys to digital marketing activities.
This year’s Digital Marketing Maturity survey is still collecting responses (help us out here), but we have already noted some interesting changes in digital marketing strategy for CMOs, such as a 60% increase in demand for digital transformation within businesses, and an overall 30% reduction in marketing budgets.
While we are still unsure what lies on the horizon for travel in the coming years, we do know that industry contenders can only remain competitive by remaining agile and embracing digital innovation.
To find out how your travel or leisure brand can make the leap to cloud for marketing technologies, get in touch with Datisan today.
When Google announced the steady phase out of third party cookies in January this year, the world was thrown into a digital frenzy. The initiative, which was touted as a means to increasing user privacy, was particularly significant for the media world, who had relied on third party cookies for programmatic advertising.
But what has happened in the past 6 months (Covid-19 included) has provided an interesting insight into digital consumer behaviours, their user ability to pivot and the positive effects on data quality.
You may have noticed since January that almost every website that you visit now requests specific cookies consent (or perhaps have implemented it yourself).
The most exciting outcome from this is that in spite of higher opt out rates by visitors, your zero and first party data is of far better quality and provides better targeting capabilities.– Simon Pereira (Wondaris CEO) https://wondaris.com/
So the death of third party cookies has given way to the rise of first and zero party cookies. But what is first and zero party data?
First party data is information you (the business) collect directly from your customers or audience. You own this data and it’s exclusive to you. It’s the data with the most context, relevance and value to your business. Simply put, it is data that looks at a customer’s behaviour and helps to bolster identity data.
Examples of this data includes:
First party data is a brand’s competitive edge – it’s the data with the most context, relevance and value to your business.
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 means less impact, when you’re leveraging your biggest asset the right way.
– Chris Rozic (Datisan Founder and CEO)
Zero party data is when a customer actively shares data with a business BUT a big point of difference is that you don’t own the data. Users will allow a brand to use this data in an interaction for the express purpose of providing extra value and a better experience. This is the data on the identity of the customer that they allow you to have.
What this new term really boils down to is customer consent. Many marketing and customer experience teams are wanting to future proof their businesses by utilising first party data. It’s imperative that they ensure granular consent mechanisms are implemented using clear language about what that consent means. Customers need to read and understand what it is that they’re opting in to.
– Matt Daniels (Datisan & Wondaris CTO)
Some of the types of consent could be:
Zero party data working in harmony with first party data provides a fantastic opportunity for businesses to better target their customers and provide a superior customer experience.
– Bharat Tarachandani (Datisan Head of AdTech)
Having both first and zero party data on your customers means that you have richer more complete information on your customers. It also allows you to create more tailored strategies and personalised customer experiences.
has brought with it an exciting hire for the Datisan team in Tom Sowerby. Tom brings over 10 years experience in the digital, data and tech space, in roles that spanned across the UK and Australia. Most recently, he worked for Virgin Australia as Leader of MarTech and Optimisation, and before that at Digital Balance (Melbourne) where he operated in an analytics and optimisation consultancy role.
His decade in the industry has led to a particular knack for identifying organisational and technological challenges that prevent large organisations effectively executing their marketing strategies.
When asked about his passion for the industry Tom commented,
I love taking the time to really understand the challenges that organisations, particularly marketers, are having and then developing a logical and data driven approach to solving them. I believe the key to successful modern marketing lies in developing truly awesome customer experiences, and you can’t do that without taking a holistic, data driven approach to understanding how, when and where to communicate with your customers. Developing solutions that enable those perfect customer experiences is my passion.
When asked about joining Datisan Tom said,
I’m really excited to join the team. I feel that I’ll be able to help Datisan clients through my ability to break down complicated technical concepts and explaining them in a way that gives managers and execs the information they need to make decisions. Using my combination of business strategy and technical experience I can really hone in on effective, immediately actionable solutions that enhance customer experiences and drive cross channel revenue generation.
Datisan CEO Chris Rozic said,
Tom is a welcome addition to Datisan’s strategic vision and his energy and expertise have already been evident to our wider team and clients, even while starting during this period of distributed working. I’m looking forward to seeing his leadership and insight into Cloud and marketing technology strategies to continue Datisan’s vision of unlocking data to transform business
Welcome to Team Datisan Tom!
That Alize De Sousa has joined our team based in Pyrmont as Client Success Manager. Alize joins us from Rokt – an e-commerce martech company, where she honed her specialist skills in client planning and development.
She has over 10 years experience in the e-commerce and online marketing industries working for the likes of Groupon as well in a variety of client-facing and digital roles.
When asked about starting with Datisan Alize said,
I love data! Data is key to a company’s success. I want to help my clients to unlock insights in order to grow and improve their performance.
Datisan CEO Chris Rozic said,
I’m excited to see Alize join us on our journey here at Datisan, to drive client success and satisfaction.She has effortlessly joined our team during a time of social disruption and I can’t wait to see more of the client experiences she will create.
Mike Cornwell, Head of Sales and Business Development at Datisan will be working in Sydney alongside Alize. On the new CSM’s appointment he said,
It’s brilliant to have Alize onboard – her experience in the digital, ecommerce and martech spaces mean she is a great addition to our team as we continue to develop our offering across GMP & GCP, and build out our Sydney presence.
When asked about how she was finding her new role so far Alize commented,
I’m really enjoying being with a company with such a great culture, and that has a specialty in using data and insights to optimise their clients media spend. It’s always exciting to be able to help clients achieve their goals. If they grow, we grow!
Welcome to Team Datisan Alize!
Along with this, the effect on the travel and tourism industry has been nothing short of harrowing. But in spite of being stuck in our homes over this break, we’re excited to see technology being used to bring these experiences to us in the comfort of our homes. VR companies, (like one of our affiliated businesses Holoscribe) are working tirelessly with new clients who are coming on board to better engage with their audiences through their VR, 360 and AR products at this time. We’re seeing augmented and virtual reality being used more than ever before by museums and popular outdoor destinations as well as live streaming of zoos, aquariums and even from space! We’ve listed a collection of awesome places to explore over this long weekend to keep the travel-bug away. Now’s the time to start dreaming of where your next trip will be after domestic and international travel restrictions are loosened and we’re able to support the regional businesses and travel and tourism again at large. But let’s first look, as per usual, at the data.
According to the TTF (Tourism and Transport Forum of Australia) International Visitation was down 40% Jan to June 2020 compared to the same period last year, a loss of 1.8m visitors.
The International Receipts Monthly average loss post-March 2020 is estimated to be $2 billion.
Tourism job cuts of 15% – 20% may be occurring, the net effect being an estimated reduction of 99,000 – 133,200 jobs in mostly part-time, casual and contract/seasonal jobs/positions.
Now to the fun things that you can do to get through this weekend!
Ever wanted to see the magnificence of the Hoover Dam? Trek the Matterhorn in the Swiss Alps? Or maybe visit the colossal Colosseum in Rome? You can do it right here from Google Earth.
Google Arts & Culture
Another fantastic Google product, Google Arts and Culture has you covered for art galleries modern and classic. Wander through the Guggenheim in NY, the Tate Modern in London or the Uffizi gallery in Florence, learn about the artists and exhibitions as well as taking a quiz at the end to see what you’ve learnt here.
Similar to the above, the Louvre has its own tours and exhibitions to peruse online, visit the Egyptian Antiquities, the Galerie d’Apollon and go on an underground tour of the Remains of the Louvre Moat built in 1190AD here!
For something a little closer to home, the Museums Victoria site has a smorgasbord of options for everyone from the art aficionado to the science geek. (Hot tip: the Dinosaurs exhibit will be a hit with the kids!) Check it out here.
Explore.org Live Cams is seriously cool. Explore the great outdoors all over the world with live streaming from some of Earth’s most beautiful natural places. Watch live elephants in Africa, pandas in China or view the splendour of the northern lights in Manitoba, Canada. Check it out here.
7 Wonders of the World
This one really speaks for itself. Visit these wonders in China, Jordan, Mexico, India, Brazil, Italy and Peru.
While we’re keeping socially distant, technology is allowing us to keep connected. Each week we’re hosting Friday Virtual Beers on Google Hangouts, with a new theme for every catch up.
There’s not a Monday morning that goes by where we’re not sharing our experiences from gigs or festivals we went to on the weekend, or new mixes and albums released that we’re digging. Unfortunately for artists and bands, the new social distancing measures means that people aren’t able to attend their gigs – which obviously affects their ability to earn a living. Last week we even heard this firsthand from a client who is also in a band (shout out to Alan). But with this new time, people are adapting. We’re seeing live streamed gigs, digital album sales and online petitions to help out artists in strife. There’s plenty of ways (listed below) to still get your music fix through this social isolation, while helping out artists too. But this wouldn’t be a Datisan blog if we didn’t have a look at the data first…
Rolling Stone has reported (via Alpha Data) that in the past couple of weeks since COVID-19’s pandemic level announcement there has been a 7.6% decrease in music streaming down to 20.1 billion streams.
Physical album sales dropped by 27.6% and digital sales by 12.4%.
Interestingly there’s also been a shift in the type of music people are listening to. Classical music was up 1.5%, with Folk streaming up 2.9% and Children’s Music up 3.8%.
Music Business Worldwide/MBW also reported that from March 6th to March 12th, Spotify had their second biggest week for 2020 for the total number of streams in their weekly Top 200 global chart.
Now is the best time to help artists and bands get through this crisis, (while also keeping yourself sane)! So check out our hot tips for music below:
Shutdown Series (The Tivoli)
Curating a series of live-streamed gigs, the Shutdown Series invites local artists to perform at the Tivoli, reaching viewers in the comfort of their own homes. They accept donations during the stream, all of which 100% will go directly towards the artist. Visit the page here.
Couch Choir (by Pub Choir)
A fun and carefree way to connect with others [at a distance] no matter how vocally competent you are, Couch Choir opens singing submissions from the public for different songs. They compile each submission into one big video in three-part harmonies here.
This is Australia’s only charity that delivers crisis relief to artists, crew and music workers as a result of ill health, injury, mental health or other factors that affect their ability to work on music. You can donate directly to the charity or set up a benefit concert to assist someone in need here.
I Lost My Gig
I Lost My Gig is a quick, short-response data capture project quantifying the immediate impact of COVID-19 on Australia’s live and entertainment industries. They do not collect funds or donations, but you can register and stay connected when initiatives and opportunities arise here.
Sound of Silence
Sound Of Silence (SOS) is a national initiative that works with Support Act and CrewCare to alleviate the severe hemorrhaging of income from widespread event cancellations. You can support by purchasing merchandise and concentrating on actions that circulate back into the music industry here.
Band Camp breaks down how they directly support artists by paying them out daily, and creating a sustainable music economy. Fans have paid artists $476 million using Bandcamp, and $15.5 million in the last 30 days alone here.
While we’re keeping socially distant, technology is allowing us to keep connected. Each week we’re hosting Friday Virtual Beers on Google Hangouts, with a new theme for every catch up.
Datisan is excited to welcome Bharat Tarachandani, who has started as our Head of AdTech. He joins the team after working for 4 years at Dentsu Aegis Network, where he delivered data and analytics products for clients, along with lead programmatic media buying.
Before this, Bharat worked across Search & Display Advertising in Sydney for 2 years at Wavemaker, implementing automation across platforms to allocate resources to value-driven tasks.
The new Head of AdTech’s extensive experience in media buying, strategy, data and insights will help Datisan’s clients to leverage the full potential of Ad-Tech platforms. In particular, he hopes to empower people in implementing & managing full stack Google Marketing Platform / Ad-Tech solutions.
On his enthusiasm for the industry Bharat said,
Being a digital native, measurement has been the cornerstone of understanding the impact marketers drive for brands and being able to continuously improve on this is what excites me but more importantly being able to constantly improve this understanding of measurement itself is what I’m passionate about.
Datisan CEO Chris Rozic said,
It is really exciting to have welcomed Bharat to the Datisan team in 2020. We see in him a trailblazer, who isn’t afraid to try new and innovative ways of doing things. As the Head of AdTech he is already enabling our wider team to capitalise on his cross-functional experience and capabilities. He will support our vision of progressing digital maturity for our clients in Google Cloud & Marketing Platform.
On his new appointment Bharat commented,
It’s certainly an interesting time to be in the industry, we’re in the early stages of rapid change in the way we look at data and what we are able to do with it. I’m excited that at Datisan we are uniquely placed in helping brands transition into this new era, adopt to the new measurement models and enhance their understanding of the consumer.
A huge welcome to the Datisan team, Bharat!
With our newly appointed Customer Engineer, Juliusz Abramczyk who has joined the team. Juliusz brings a wealth of knowledge to Datisan after working 5 years with Lionbridge as a Process Automation Engineer. He also previously worked for Senuto, where he focused on software creation for digital marketers.
The new customer engineer is keen to utilise his data and analytics background on Google Cloud and Google Marketing platforms. And enjoys identifying and understanding client needs, along with providing inventive solutions.
Datisan CEO Chris Rozic said,
“It’s fantastic to have Juliusz join the Datisan team. We can’t wait to see his technical skill set in action and welcome his quest for knowledge already in his first few weeks. We’ve hired Juliusz to carry out our vision of bringing value to marketing outcomes, by leveraging the very best in Google Cloud technologies, ML & AI for our clients.”
The new customer engineer commented,
“Working with Datisan I’ll be able to pursue my keen interest in Big Data and Machine Learning Engineering. The team is wonderful and has been so welcoming. It’s exciting to be able to work daily on my passion for the latest technologies and on anything that’s connected, directly or indirectly.””
We’re glad to have you on the team Juliusz!
Has brought with it a new leader of the Sales team at Datisan! Mike Cornwell joins us in our Sydney office after 5 years with Datalicious – where he worked extensively with enterprise clients to solve common marketing challenges leveraging the Google Marketing Platform and custom attribution solutions.
Prior to this, Mike worked with tier 1 tech organisations running integrated demand generation campaigns throughout his homeland, the United Kingdom.
He has a particular interest in building solutions for clients that can evolve and improve the way that they make key decisions, and is looking forward to working more intensely on solutions utilising Google Cloud.
On Mike joining the team, CEO Chris Rozic said,
“I’m very excited to see Mike join us on our journey here at Datisan, to head up our ANZ sales efforts. He possesses a brilliant combination of expertise and commercial acumen in data analytics and marketing modernisation, boasting several years of experience in senior roles spanning Australia, New Zealand and Asia. I look forward to seeing how he will help exponentially grow our business, and provide our client’s memorable experiences. ”
Datisan’s new Head of Sales commented,
“I’m really excited to join such and energetic, knowledgeable & diverse team. Datisan is a rapidly growing organisation with client and partner relationships that are as strong as I’ve seen anywhere else. 2020 is a huge year for us with some ambitious growth targets and I can’t wait to play my part in achieving them.”
Welcome to the team Mike, we’re excited to have you onboard!
That we’ve been awarded the 2019 Google Partners Loudest Voice Award at Google Marketing Platform ANZ Awards in Sydney. The award is for a partner who best promotes their position as a GMP partner through relevant content, events, promotions and marketing.
On winning the award our CEO, Chris Rozic said,
“This achievement really showcases the commitment that the entire team continually puts into our partnership with Google Marketing Platform. Through our ongoing speaking engagements at partner events and in house events that we run, along with our ongoing newsletter, offers and social content – I’m really proud of the team on their recognition from GMP.”
Well done to the team for all their hard work this year!
Of a great internal workshop with Leukaemia Foundation for their national marketing and branding team in Spring Hill, Brisbane. Our CEO Chris spoke on data driven marketing and using customer data to create a more personalised customer experience. Many thanks to the team for asking us to speak!
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.