This partnership complements Datisan’s other marketing and technical relationships, as the first full stack sales partner for Google in Australia and New Zealand across Google Cloud and Google Marketing Platform.
Matt Daniels, Chief Technology Officer of Datisan, said of the partnership,
Data integration and pipelines have always been seen as a necessary evil, but often take an inordinate amount of time to deliver. Partnering with Fivetran allows us to extremely rapidly deploy production ready pipelines for our clients. This in turn allows them to get to the real value generation from their data – insights and activation – in weeks, not months or even years!
Fivetran provides reliable access to analysis-ready data for analysts to query at any time. They currently offer over 150 fully managed, automated connectors for databases, applications, events, files and functions, allowing businesses to extract data from any source. They are known for delivering zero-maintenance pipelines and ready-to-query schemas.
Read more about Fivetran here.
Datisan CEO Chris Rozic agreed that this was an exciting addition to Datisan’s existing partnerships, stating,
Fivetran enables Datisan to help our customers meet the personalisation needs of their customers. Data freshness and the ability for marketers to rely upon an integrated, real time ecosystem is only as good as the data quality, and the speed it gets there.
If connecting multiple data sources and data freshness are important to your business, speak with our team today about how we can support your digital marketing, data or cloud objectives.
Join our mailing list to receive the latest news and updates from our team and our monthly newsletter, the Datisan Download.
Industries are always looking to up their game when it comes to their marketing, customer service and experience, and one way many are doing this is by integrating contact centre AI, with 20% of all customer service requests expected to be handled by AI by 2022.
Contact Centre AI can help to provide a more effective and efficient customer experience, while saving businesses time and money by simplifying and easily integrating into their current workflow systems.
This is one of the most important ways businesses respond to and meet customers needs
It does this by providing human-like conversations via virtual agents. This increases time and cost efficiency, by minimising the time live agents are online and providing answers to simple, frequently-asked questions, to which solutions can easily be applied.
So how are real businesses utilising Contact Centre AI and what are the benefits of its implementation?
Marks and Spencer is one company that successfully integrated Google Cloud’s Contact Center AI (CCAI) with their workflow, enabling them to report an improvement of more than 10 seconds in its average handling time. Live agents are more satisfied as they no longer have to redirect calls and can work on more complex customer inquiries. Customers are also happier and in turn, brand loyalty has increased significantly.
GoDaddy has had a similar success rate by using Virtual Agent, powered by Dialogflow CX, a chatbot component of Google’s CCAI, which enhances the customer experience by allowing the business to create virtual agents that are able to handle all enquiries and offer simple solutions to frequently asked questions, meaning that more complex issues are passed on to live agents.
Popular US streaming service Hulu has also integrated this technology, by using Contact Centre AI to respond quickly and efficiently to customer enquiries. With quick responses to frequently asked questions, and automatic responses that help customers get the best experience possible.
With AI becoming more progressive and the future of marketing leaning into new technologies, is now the time to invest in Contact Centre AI?
Marketsandmarkets predicts that the market for AI technology in contact centres will increase from $800 million in 2019 to $2.8 billion by 2024. From increased customer satisfaction rates, to reducing live agent chat time, to automating business workflow, the proof is in the pudding.
When asked to share his thoughts for future trends in Datisan’s latest Digital Marketing Maturity Growth Report, Xpon Technologies Founder and Group Managing Director, Matt Forman says,
2021 will be one of the most exciting years yet for marketers that have invested in getting their data in order and ready to take advantage of the change and automation that modern cloud based AI and ML will deliver.
Contact Centre AI will not only have a positive impact on customers and clients, but also on the cost effectiveness of business and on contact centre staff, with reduced live agent time and the ability of Contact Centre AI to handle smaller enquiries and complaints.
Watch Google’s video below on Contact Center AI:
To find out how you can drive call centre efficiencies with Google Cloud, get in touch with Datisan today.
Join our mailing list to receive the latest news and updates from our team and our monthly newsletter, the Datisan Download.
What is Dialogflow?
Part of Google Cloud Platform, Dialogflow is a lifelike conversational AI with state-of-the-art virtual agents. It is available in two editions: Dialogflow CX (advanced), Dialogflow ES (standard).
Powered by Google’s leading AI, it supports rich, intuitive customer conversations in one comprehensive development platform for chatbots and voicebots. It’s goal is to improve the customer experience while increasing operational efficiency. Some of the key benefits of using Dialogflow include:
A Dialogflow agent is similar to a human call center agent. You train them both to handle expected conversation scenarios, and your training does not need to be overly explicit.
The new year has brought with it an exciting new start for the Datisan team.
Stephanie joins Datisan in our Brisbane office from Oh My Agency, where she honed her specialist skills in client relations/communications and task automation. Stephanie has over 2 and a half years of experience in the online marketing industry, working for the likes of Credit One Group and boutique digital marketing agencies.
When asked about her passion for the industry Stephanie commented,
I love being given the opportunity to really evaluate and examine data related to client journeys. To see where, when and why people do the things that they do online and how we as marketers can make their decision making process easier. It’s exciting to take information on how users interact with websites and other platforms and then use this to create simpler pathways to assist businesses and users in achieving their shared goals.
Datisan’s Head of AdTech Bharat Tarachandani said,
Stephanie is a valuable addition to the rapidly growing GMP AdTech team at Datisan on the back of new client growth. Her agency activations background puts her in a great position to understand challenges our client and agency teams are facing and how we can help better collaborate and implement solutions unlocking new growth opportunities for our clients.
When asked about joining Datisan Stephanie said,
I’m so excited to become a part of the team here, getting to work with some of the brightest minds in our industry and absorbing knowledge from them like a sponge! I’m keen to be able to take the time to really make a difference for my clients and assist them in making a difference for their customers.
Welcome to Team Datisan Stephanie!
There’s no denying that COVID-19 arriving on the scene has made a massive impact on our world. It’s required many industries to undergo quick digital transformation.
The immediate implication on education is obvious – that schools and campuses emptied and classes moved online very quickly. While we’ve all become quickly familiar with the concept of Zoom learning, many haven’t considered is COVID-19’s impact on marketing education to prospective students, both for schools and tertiary and vocational institutions.
Before the pandemic, many educational institutions were in the beginning stages developing their digital marketing efforts and investing in areas such as online counselling, virtual campus tours, and educational webinars.
In Datisan’s 2019 Digital Marketing Maturity survey, we found that two-thirds of tertiary education providers were focusing their marketing efforts on upper-funnel targeting at the time. This meant that just one-third of all educational institutions surveyed were utilising full-funnel strategies to engage with their targeted audiences at different stages of the student journey.
In the same survey, only 15% of education providers responded that they confidently knew who they were talking to and when.
Additionally, a huge 85% of education respondents were not consistently using a combination of first and third-party data to deliver more tailored messaging to niche and targeted online audiences, instead opting to speak to broader markets.
This is only exacerbated by the fact that our report found that 75% of respondents in education don’t link their online and offline customer journeys to their digital marketing activities.
In the wake of the pandemic and lockdown, entire schools and universities have transitioned to online learning, streaming classes onto screens in the homes of students across the world. Other essential aspects of the student experience have also moved online in the pandemic, such as graduation ceremonies and campus tours.
What does the pandemic and remote learning mean for the marketing of education, and can it pivot as quickly as its service delivery?
With no clear end to the pandemic in sight, and while travel restrictions keep international students at home, education providers will need to turn their attention to the domestic student market.
Education providers ought to turn their attention to refining and targeting niche audiences in order to direct their messaging to the right prospects.
The future of marketing for education institutions may still be a little foggy, but by investing in deep-dive customer journey research and infusing that data into intelligent, targeted online performance marketing campaigns, the marketing of our educational institutions will be in good stead.
To find out how your education institution can utilise data-driven online marketing, get in touch with Datisan today.
To find out how you can set your brand up to create, target and refine online and offline audiences, get in touch with Datisan today.
Join our mailing list to receive the latest news and updates from our team and our monthly newsletter, the Datisan Download.
We’re excited to announce that Datisan has been named Google’s Emerging Star as well as the Maturity Megastar Partner of 2020 at this year’s Google Marketing Platform Partner Awards for Australia and New Zealand.
In a virtual event for 2020, the Datisan team gathered and celebrated together while engaging with Google Partner Managers and other Partners, while enjoying some excellent catering from Google to replicate the experience in other years.
The Emerging Star award is new to the awards for 2020 and one that was awarded at the discretion of the GMP judges.
Emerging Star highlights Datisan’s ability to connect marketing and IT stakeholders on projects we work on. It also touched on our ability to facilitate connection and foster conversations and relationships across Google and particularly called out the strong growth in clients, projects and individual and team certifications we have experienced in the past 12 months.
Maturity Megastar is awarded to the Partner who submitted the best customer user case that highlights progression up the digital marketing maturity scale with positive client results.
GMP judges noted that as well as providing an excellent use case, Datisan’s winning submission highlighted the work and efforts that had gone into Digital Maturity as a business and how it underpins every Datisan engagement.
It highlighted our proactive work leveraging past maturity studies to build our own Annual Digital Marketing Growth Report . It also mentioned the expertise we were building as a result of the industry benchmarking we’ve been able to present to the market off the back of three years worth of data from the region.
Head of Business Development, Mike Cornwell says of the work that Datisan has done in digital marketing maturity:
Maturity plays a key role in all of Datisan’s engagements with our clients. We want to help clients to understand what it means to move up the maturity scale, and help them do so.
Datisan’s maturity assessments and roadmaps are the starting point for all business engagements as they provide the strongest indication of where an organisation is starting their digital journey and also highlights where they need to develop in order to best support their key objectives.
We wouldn’t have been able to be awarded these honours without the support of our Google Marketing Platform Partner Managers, as well as our exceptional clients whose projects allow us to provide work like what has been recognised here.
More to come as well as team pictures once the awards are delivered.
Sara Tweedly, Group Executive, Digital & Marketing at Canstar, says about working with Datisan,
Datisan has been a great partner for us over the past 12 months in the analytics space. We’re looking to them to support our alignment of media, tech and analytics and can’t wait to get started.
This will include the addition of Display Video 360, Search Ads 360 and Campaign Manager to the existing Google Analytics 360 engagement.
Mike Cornwell, Datisan’s Head of Business Development said,
“It’s great to see Canstar make the move to leverage the wider capability across GMP; they’ve done some really cool things in the analytics space this year and we can’t wait to get going on the program of work associated to the full stack.
In particular, I’m excited about the value we can add to their measurement and audience strategies.
This is the latest in a surge of client wins for Datisan, representing one of four companies who have engaged Datisan for AdTech solutions immediately following their Google Marketing Platform certification announcement in October.
Datisan’s Head of AdTech, Bharat Tarachandani, is enthusiastic on how quickly Datisan is scaling in this space.
We are excited to have multiple full stack clients plus keen interest from several others so early in our journey into the AdTech space. It demonstrates the value we bring to the market with combined Analytics, GMP and GCP capabilities.
Along with their Certified Partner status in Google Cloud Platform (GCP) as well, this makes Datisan Google’s first full stack Google Marketing Platform and Cloud Platform sales partner across Australia and New Zealand. Different to a traditional media agency with full stack capabilities, Datisan’s expertise with both sets them apart as a Platform Enablement Partner.
Winning work with Canstar has been the cherry on the top of what has already been a strong year for Datisan in Financial Services.
In November, Datisan added Google Cloud Partners Financial Services Expertise to their growing list of expertise on this platform. This expertise is awarded to partners who demonstrate customer success and leverage the Google Cloud Platform to help deliver competitive and compliant solutions in rapidly changing global markets with powerful, scalable technology, including secured multi-cloud and hybrid solutions for the financial services industry.
Datisan CEO Chris Rozic agrees,
It’s satisfying to see that the strong work Datisan has delivered in the financial services and insurance sector being rewarded with continued business as well as recognition from our partners at Google.
So if you’re looking for advanced solutions and services in a particular area, speak with our team today about how we can support your digital marketing and cloud objectives.
Google Cloud Platform Partner Expertise allow partners like Datisan to highlight success in product/technology, solution/workload, and industry specific work, and is evaluated based on unique requirements for each Expertise. As well as customer examples, the awarding of Expertise requires individual team member technical certification or credentials.
Datisan’s Head of Cloud & MarTech, Tom Sowerby, states
It’s satisfying to see that the strong work Datisan has delivered for our clients being recognised by our partners at Google Cloud. Partner Expertise is a great way for us to validate the work we have been doing day-to-day with customers as they directly reflect our engagements with them.
Expertise also promotes Datisan’s capabilities to potential businesses, helping them identify a partner that would be the most relevant for their technical and business needs.
Datisan has been recognised across the following five Expertises in 2020:
Datisan’s Head of Business Development Mike Cornwell adds,
It’s great to see our expertise broaden across Google’s Cloud platform. The FSI certification is particularly pleasing – we’ve done some really innovative work in that space this year so it’s great to be recognised for it by GCP.
So if you’re looking for advanced solutions and services in a particular area, look for a Google Cloud partner with an Expertise – look for Datisan!
Speak with our team today about how we can support your digital marketing and cloud objectives.
Streaming Data Analytics Workload Expertise
Partners who demonstrate customer success by helping companies ingest, process, and analyze event streams in real time. Built on the autoscaling infrastructure of its core components—Cloud Pub/Sub, Cloud Dataflow, and BigQuery—Google’s streaming solution reduces complexity by provisioning the exact resources needed to ingest, process, and analyze fluctuating volumes of real-time data.
Data Warehouse Modernization Workload Expertise
Partners who demonstrate customer success by leveraging Google BigQuery to streamline the data warehouse modernization path with a comprehensive migration offer, easy-to-use tools, and ecosystem that manages your complete migration so customers can get started with ease.
Google Cloud Analytics Product/Technology Expertise
Partners who demonstrate customer success in the following areas: BigQuery, Google Cloud Data Studio, Cloud Composer, Cloud Dataflow, Cloud Datalab, Cloud Dataprep, Cloud Dataproc, Cloud Data Fusion, Cloud Pub/Sub, Cloud Spanner, Cloud IoT Core, Data Catalog, Cloud Life Sciences, Genomics, Google Marketing Platform, Looker, Cloud Dataprep
Google Cloud ML & ML APIs Product/Technology Expertise
Partners who demonstrate customer success in the following areas: Cloud AutoML / AutoML Tables, Cloud Natural Language API, Cloud Jobs API, Cloud Translation API, Cloud TPU, Cloud Video Intelligence API, Cloud Vision API, Places API, Cloud Speech-to-Text API, Cloud ML Engine, TensorFlow, Dialogflow
Financial Services Industry Expertise
Partners who demonstrate customer success and leverage GCP to help deliver competitive and compliant solutions in rapidly changing global markets with powerful, scalable technology, including secured multi-cloud and hybrid solutions for the Financial services industry.
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.
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.
Since our DATA (Datisan Annual Team Adventure) Day in December 2019, we’ve been working away at creating an updated, collaborative set of values with our culture consultant, Belinda Forman. After many workshops and revisions, we’re excited to finally announce them!
We wanted to share some of the process to get to this point, so our Marketing Support Manager, Rachel Ellison, sat down with Belinda to discuss the project and how she feels about the outcomes.
Rachel: Firstly, can you tell me what a culture consultant does?
Belinda: “I bring together the idea and ideal a business has, help make them tangible and help embed them into the day to day.”
Why was the project undertaken?
“Datisan had been its own business since January 2018 and as it was spun out of Traffika, they had taken the core values of Traffika with them. At the end of 2019, Chris and the team decided it was time for the core values to reflect the new business and team at Datisan. This process began during a planning session at DATA Day 2019.”
How did you find the early stages of the process with the Datisan team?
“We started the process at a group level with the XPON Technologies values and from there we took the opportunity to expand on how these values come to life, every day with the team at Datisan.
The interesting thing about this process was that we found that everyone was on the same path and cared about creating a set of values that they could really be proud of.”
Culture is the glue that holds the team together, the common value set that you all want to be a part of.
What did you find interesting when brainstorming or discussing with the team?
“We had started the off-site day with personal values and there was this light bulb moment, when the brainstorming really connected them with their personal sets of values. It empowered the team to align with what they stood for personally – this made the brainstorming flow so easily.”
What did you feel was the most challenging part of this process?
“Probably settling on the imagery to express the values. All of the team came with different images in mind for the final values and images can be subjective – we all see different things when we think of certain words. It was important that whatever we decided on reflected the brand, the business and the team.”
What has made you the most excited?
“Seeing how everyone has taken on the values as they were all a part of the creation. I hear the team using them in their conversations, checking in each other with them and giving kudos to each other for how they are living them.”
Now that the values are set, what comes next?
“I think it’s to spread the word… to let our community know who we are and what we stand for, so others who feel the same are drawn to work with our team.”
You mention the everyday – how do you intend to have the team embrace and utilise these values?
“We use them in our weekly value nominations and shout-outs to our fellow team members. I know that each individual will leverage the values in different ways, whether it is to check themselves and others, to help guide decision making, to help clients understand who we are and how we act as a business, to add value to someone’s day or just to connect with their why.”
Outside of brainstorming and setting values, what else would you recommend to drive engagement?
“Engagement is an intrinsic thing. You can do all the cool things in the world but if they mean nothing to the person, they will never be engaged. Treating everyone as an individual and helping them achieve their goals and dreams to drive meaning to the work they do with you everyday.”
Do you have a favourite value?
“Grow together is my favourite as I believe our team is at its best when we are giving of each other, sharing our knowledge to help each other grow. Imagine what our world would be like if everyone put this lens on how they move through the world! What a world we would live in.”
Rachel then asked Chris Rozic, Co-founder and CEO of Datisan, about the role of culture and values.
What part do you think culture plays in Datisan’s everyday?
Chris: “Our culture is the fibre of our business identity. Whether it’s in a daily stand up, the way we interact with each other, or deliver experiences for our customers – we mindfully live out our values in every interaction. Plus we’re not a precious bunch and enjoy a laugh, which is important to keep energy high, and mindsets positive.”
Why was outlining values important to our business?
“We were able to hit the pause button and come up for air, to see what were the things that really drove us as people, and professionals.”
What value do you see from having someone focused on promoting culture within a business?
“Two things here. To get quality results, you need to engage an expert. You get what you focus on. And having someone focused on culture, we can achieve the outcomes we need (as opposed to it being something ‘we’ll get to’).”
You can read a little more about each value on our Culture page.
Retail has certainly been one of the hardest hit industries in the current pandemic, and with a potential threat of recession on the horizon, there are definitely new challenges for the industry ahead.
But challenges often breed opportunities. With more customers purchasing online, retailers have more tangible, richer data to play with. And with the right infrastructure, strategy and implementation – they can create better experiences for their customers.
In B.C. times (Before COVID-19), we ran an Australian Digital Marketing Maturity survey which looked at the overall benchmarks by industry and state. While this year’s survey is still open for responses, the ability to compare last year’s data with this year will no doubt make for very interesting reading.
Last year’s responses were scored against four levels of increasing digital maturity:
We found that the average placed the retail industry in the second category – emerging. Broken down further, in terms of data-driven marketing, retail ranked 53% compared to the average 57% across all sectors.
In marketing automation and activation, the results showed 41% as opposed to 46% for the rest of the nation. Marketing measurement and attribution was slightly above average at 49%, and organisational collaboration was again above the mean at 56%.
To extrapolate some meaningful insights, Datisan’s Report showed that:
83% of retail businesses were using 1st and 3rd party data to deliver targeting marketing campaigns.
The report also showed that over
Half of retailers have disconnected customer data, where their online and offline customer journeys are not linked to digital marketing activities.
It’s clear that a lot has happened in the world since we ran last year’s survey, but would be remiss of us not to address it. The global pandemic has changed the way that customers are interacting with retailers and this has accelerated digital growth and transformation.
Customers have had to move almost exclusively to online experiences, away from the brick and mortar of old, and towards embracing e-commerce. And with that has come a greater expectation for better, more seamless and personalised customer experiences.
What we have heard retail industry CMOs have been questions like:
How do we keep up with the renewed digital expectations of our customers?
I’ve invested heavily in tech, how do I maximise the value I get from my platforms?
How can we better understand our customers, and how to acquire, retain and nurture relationships with them in an increasingly multi-channel world?
The key indicators that we have found for retail organisations who are kicking goals in digital maturity are a strong alignment between their IT and marketing teams, being customer centric and using predictive decision making.
Organisations that use cloud marketing data platforms with all of their data sources plugged in are able to achieve a single customer view with unified 1st party data in one fast, secure and scalable environment.
First party data is of far better quality and provides better targeting capabilities.Simon Pereira (CEO, Wondaris) – wondaris.com/
These businesses can expect an increased ability to visualise, analyse and segment data for more effective marketing campaign implementation. Plus, by using smart analytics and artificial intelligence insight generation is accelerated for a better understanding of their high value customers – what messaging to be targeting them with, where, and when. This in turn also helps to maximise return on investment for advertising spend.
The future of retail may still be somewhat uncertain, but by adopting new cloud data technologies and embracing the digital age is a surefire way to safeguard against analogue obsolescence.
To find out how your retail business can make the leap to cloud for marketing technologies, get in touch with Datisan today.