At Datisan, and within XPON Technologies Group, we pride ourselves on our ability to lead with curiosity in order to embody limitless potential.
The 2020 refresh of our core values – Own It, Brave Enough and Grow Together – truly shaped the success of XPON Technologies Group and how we interact with each other, our clients, partners and suppliers.
Datisan’s Culture Consultant, Belinda Forman, and XPON Technologies Group’s Head of People and Culture, Anthea Middleton, have been working with our team at Datisan and the wider business to discover how our group can continue to evolve. We’ve realised that without curiosity for continual growth, our potential for an innovative future is limited. So we’re introducing two new core values.
Belinda and Anthea recently caught up with Rachel Ellison to introduce our new values and how they will influence our future.
Rachel: Why has it been important to have a shared set of values across the XPON Technologies Group businesses?
It was important to learn what values connected our people no matter where they are located. This set of common values guides our decision-making and also, how we show up every day.
Culture is the glue that holds the team together, the common value set that you all want to be a part of.
Datisan introduced Own It, Brave Enough, and Grow Together as values in 2020. What has prompted the addition of two more?
As we have been rapidly growing and acquiring new businesses within the XPON Technologies Group, it was important to gain an understanding of how our existing values resonated with newer teams.
To do this, we initiated a workshop with the teams to learn about their personal values and how they appeared in their daily life, and then discussed how these values could be incorporated into their every-day within our business.
What was interesting was that as we undertook these workshops we uncovered missing pieces in our value proposition about how our teams view the world and how they think. These became our two new values:
What does Limitless Potential mean?
It’s a mindset, the way we see opportunities and the way we wish to see life for ourselves and others.
We don’t accept what is, we look to push the barriers and innovate to find a better way.
What defines Lead with Curiosity?
It’s how we learn and continuously improve. Always asking ‘why’ and seeking to understand.
Our minds are open to possibility.
How do you see these values being embodied by our people?
How these values manifest in our team is different for every person but you can see them in action when interacting with our team, in the way we act and speak.
They see our clients’ limitless potential and how we can support their growth, or in the way our team pushes the barriers of technology to achieve outcomes.
Leading with curiosity is often seen by asking questions of each other – is there a better way that will create a better experience?
How do you think these values will shape the near future of the business?
These values are the connectors to our ecosystem that encourages continual growth. Together our five values connect the story of who we are and how we show up and represent XPON Technologies Group.
How do you see these values being incorporated into everyday practice within the business?
They are now a framework for how we work, we have operationalised them into our procedures and processes. An example of this is how we approach client engagements…
Belinda, how does having a new group-wide, dedicated, Head of People and Culture, support the business?
It has been wonderful to have a fresh set of eyes to look at the whole of the XPON Technologies Group from a more strategic level. Anthea is someone who can build the systems and processes we need to support the growth of our people business. I love having Athena’s insight from her time at digital native enterprises like Facebook on how we can create a better experience for the team throughout their journey with XPON Technologies Group.
Anthea, what has been the most important thing you have seen coming into, and working with, the Datisan business?
My very first day in the role I was able to participate in the Monday standup, where the team opened with what they were grateful for and what they had learned since they last caught up. To see how genuinely important this was to the team, and then have them close with nominations of their fellow team mates based on their shared values, I knew I was in a really special company.
What do you hope for the future of the businesses from a People and Culture perspective?
I hope that XPON Technologies Group will be known as the place where the whole person is valued, not just their talent in their craft. A place where people can grow their skills, salary and self, own their time and outcomes, and contribute and make an impact in something bigger than themselves. #limitlesspotential
With the popularisation of information about data privacy being highlighted in recent media and documentaries, it has brought what was in the past – a topic purely for marketers and data experts – to the forefront of the general population’s mind.
Trust in organisations to protect privacy online is declining and the desire to shield personal information is growing stronger for customers, yet a positive personalised experience remains key to creating business success.
This evolution is rippling across the world wide web as marketers look to implement new technologies to responsibly gather and utilise first-party data to provide the experience users desire with the privacy they deserve.
According to the Australian government’s recent Australian Community Attitudes to Privacy Survey.
9 in 10 people say they want more choice and control over their personal information online.
The survey highlighted how desire is driven by experience and the top priority when considering a new digital service now is privacy; ahead of reliability, convenience and price.
Customer-centricity is not a new concept – it’s the key to creating any successful business.
In the past Google, Apple and Facebook employed technologies such as third-party cookies to provide an all access view of the user. Whilst these techniques were successful in delivering a personalised experience, the news cycle, documentaries and tech companies have exposed the full extent of cross-site cookies in recent years resulting in a rise in consumer awareness and decline in trust.
“First party data is a business’ biggest asset and represents an opportunity to build a unique customer experience and defensible competitive advantage,” Datisan CEO and Co-Founder Chris Rozic says.
Google’s Privacy Sandbox project has highlighted the importance of protecting consumer information as it iterates its plan to eliminate third-party cookies from Chrome by the end of 2023.
“We have seen a number of businesses approach data as part of the digital marketing maturity process. What we have found is that while initially there can be some challenges getting the right people and data together… ” Chris says,
… once a cross-organisational team is formed and aligned to the digital marketing improvement process, it becomes a really exciting journey to be part of and the outcomes of the projects can make a significant impact.
Now, as Apple introduces ‘Opt In’ and consent notifications to its iOS 14.5 and15 devices, we can expect many users will remain opted out of cross-site tracking.
Many marketing and customer experience teams are wanting to future-proof their businesses by utilising first-party data.
Datisan’s CTO Matt Daniels says, “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 into.”
Consumers deserve to be able to make educated decisions on who they allow to access personal information and a law degree shouldn’t have to be a prerequisite. Verizon’s Dan Richardson told Mumbrella in his recent research that
79% of consumers are actually unaware of the changes to third-party tracking, cookies, data privacy, and ad IDs, but at the same time, 76% of consumers said they’re very concerned about data privacy, which is up 27 points from two years ago.
It’s possible for brands and digital marketers to acquire the necessary data while protecting privacy and enhancing consumer satisfaction. But marketers also have a responsibility to educate consumers and use simple language around first and third-party data collection to allow customers to feel confident in the choices they’re making.
Datisan is a privacy-centric data partner that focuses on leveraging data to enhance customer experience. Speak to the Datisan team about how we can future-proof your customer experience and personalisation.
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.
Reduced in-store visits amplified by Covid-19 have increased demand. With this, retailers are realising (if they hadn’t before 2020) that a highly personalised experience is essential to establishing and maintaining their customer loyalty online.
Within several months, the global pandemic not only amplified differences between retail leaders and laggards, but seriously condensed the timeline available to play ‘catch up’ in digital transformation and e-commerce.
Retailers of all sizes need to be one step ahead of their customers’ needs and their competitors’ next innovation, requiring agility, adaptability and a digital transformation mindset. Adoption of AI is the backbone of digital transformation.
Ecommerce specialists can rest a little easier though, with the ever-evolving opportunities and automation of recommendations engines to drive transformation.
How do recommendations think they know what I want?
In basic terms, recommendation systems are a set of algorithms that give you recommendations based on your history. Common examples of where you have seen a recommendation system in action would be eBay or Amazon – you would see similar products displayed under the particular product you have chosen to explore.
This isn’t a new discussion or retail strategy though – a study in 2017 by Boston Consulting Ground found, “Brands that create personalized experiences by integrating advanced digital technologies and proprietary data for customers are seeing revenue increase by 6% to 10% — two to three times faster than those who don’t.”
The future of recommendations
So that’s basic AI – advanced AI recommendation algorithms are much further along than that and can look into demographic data, social media impressions and digital footprints of consumers to decode their interests.
In January 2021, Google announced the launch of a whole suite of solutions designed to support retailers enhance their ecommerce capabilities and deliver personalised consumer experiences. One of these is Google’s Recommendations AI, which is now out of beta.
Google’s Recommendations AI (or Recs AI) is a sophisticated analysis tool created specifically to inform users in delivering personalised recommendations to customers.
This technology shifts the emphasis from specific product recommendations to the individual and how their viewing history informs their purchasing decisions, says Google Product Manager Pallav Mehta.
Its context-hungry deep learning models use item and user metadata to draw insights across millions of items at scale and constantly iterate on those insights in real time in a way that is impossible for manually curated rules to keep up with.
Recommendations AI draws on years of experience in delivering user-specific content across Google Ads, Google Search and YouTube. Data is drawn from the retailer’s catalog and Google Cloud services such as Google Tag Manager, Google Analytics 360, Cloud Storage, Big Query and Merchant Centre. With a capacity to support catalogues of tens of millions of items, models are based on the objective; engagement, revenue or conversions.
New models can be developed within two to five days depending upon the complexity and are previewed prior to publishing. Existing models can be re-trained daily to capture changing catalogues, items with sparse data and user insights. Since Google began trialling the technology, users have reported an increase in online revenue.
So there is value and reward for both the brand and their customer?
Absolutely. Personalised product recommendations using AI/ML can improve customer omni-channel experiences by providing individualised product suggestions and other communications (e.g. online and in-store messaging) – not only to a given customer but also to specific moments within a customer/shopping journey.
Highly relevant recommendations can be powerful drivers of basket expansion and increased order value for a brand – and they can also lead to an enhanced customer experience as well. Shopper loyalty increases when trust grows that recommendations reflect personal taste and enable discovery of new products.
Tom Sowerby, Datisan’s Head of Cloud and Martech, says,
Providing timely recommendations to customers is a big step in the right direction, but the real value comes when you train these models based on a full set of customer data from both online and offline behaviour. Leveraging all the data you hold in a way that’s useful to your customers is the difference between an okay customer experience and a great one.
Value: Recognised or Blocked?
What makes a retailer more likely to succeed in capturing value from AI / ML?
Based on Google Cloud’s research, there are 5 key factors that retailers have identified as the top enablers for success. Together, these factors lead to approximately 60% of the value capture.
And if there is a top five enablers of value, there has to be be a top five about what makes a retailer less likely to succeed in capturing value from the use cases around AI and ML.
Google’s research found that there were 5 key barriers that retailers, who have captured less than the expected value from the implementation of these use cases, identified as the drivers for potential failure.
Grouped, these barriers are cited on average 60% of the time when retailers surveyed for the research looked back at initiatives that failed to deliver the full potential they targeted.
Success with Recommendations AI?
The customer loyalty of beauty brand Sephora, who has thousands of stores globally, has circulated online with a 50 per cent increase in click through rate (CTR) on product pages since implementing Recommendations AI.
“We wanted to deliver the same highly personalised shopping experience to our clients on our digital platforms that they receive in our physical stores”
Says Jaclyn Luft, Manager of Site Personalisation and Testing at Sephora. “We started working with Google Cloud to explore how we could leverage its innovative machine learning technology to provide enhanced personalisation to our online customers through product recommendations.”
A 2% increase in overall conversion rates, relative to the previous machine learning recommendations, has convinced Sephora to expand their application of Recommendations AI to “power recommendations on other areas of our ecosystem, such as within the checkout flow and in our emails.”
This highly personalised touch allows retailers to create an experience that fosters a sense of loyalty from its customers, crucial to their online success.
The accelerated adoption of AI/ML will have wide-ranging effects. For retailers who move fast, the outcome will be more resilience in operation despite the uncertainties in the world – and the opportunity to focus on serving their consumers in the emerging new ‘normal’ environment.
Another brand which has had success utilising Recs AI is Hanes Australasia. You can read more about Hanes Australasia’s experience here.
When we A/B tested the recommendations from Recommendations AI against our previous manual system, we identified a double-digit uplift in revenue per session.Peter Luu, Online Analytics Manager, Hanes Australasia
How can this apply to my business?
Capturing value through recommendations requires only a small cross-functional team and relatively little change management, but some business process changes may still be required to deliver the full potential over time.
Many businesses have found that working with partners helps fill the vacuum of talent limitations and often acts as a bridge to support true cross-functional teaming and organisational collaboration to achieve the best value from AI in this space.
Datisan is a trusted Google Cloud Partner in Australia and New Zealand – certified in multiple expertise areas, including retail. Drop the Datisan team an email to find a time to discuss how Recommendations AI could be incorporated into your customer strategy.
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!
The landscape of online advertising is evolving and the shift towards a more privacy-focused ecosystem of marketing is dawning.
It may feel that there’s no escaping the prying eye of the web today as location services, fingerprinting and cookies keep tabs on our every search; however Google has found a solution to monetise our browsing habits using a less invasive system. Google’s Privacy Sandbox project, announced by Chrome in August of 2019, aims to ‘build innovations that protect anonymity while still delivering results for advertisers and publishers’. Step one meant the phase-out of third-party cookies by the end of 2021 and introducing a less invasive advertising tool which is safer and more secure.
Federated Learning of Cohorts, or FLoC, aims to protect the individual user’s identity and data while allowing publishers to continue to provide personalised, data-driven advertising. An alternative to cookies, FLoC analyses your browsing behaviour to group you with like-minded people (a cohort). The individual user continues to experience targeted and relevant advertising whilst remaining shielded in a sea of similarity and anonymity.
Google’s preliminary data shows that advertisers ‘can expect to see at least 95 per cent of the conversions per dollar spent when compared to cookie-based advertising’. Specific results will be dependent on the ‘strength of the clustering algorithm’ as Google calls it, and the specific cohort targeted.
So, how will it work exactly? Chrome uses algorithms to assign an individual user a cohort ID based on the sites visited. For example, users who regularly search for real estate and puppy videos are grouped in one cohort and those who search for real estate and cars are sorted into another.
Your cohort is calculated from your scrolling history over the past seven days, and comprises only a few thousand people at a time, allowing publishers to present advertising content which is specific enough to be relevant to the cohort but not as direct or invasive as individually tracked data.
Chrome has begun trialling the technology in the United States, Australia, Brazil, Canada, India, Indonesia, Japan, Mexico, New Zealand and the Philippines so far and plans to go globally in the coming months.
If you have blocked third-party cookies or disabled personalisation in your Google Ad settings, you won’t be included in the trial otherwise Google will use your Chrome login as the first step to include you.
While it might seem counter-productive to provide advertisers with less specific evidence-based information, rising community awareness on the lack of privacy online is threatening the industry and blocked cookies are costing businesses revenue.
FLoC is only one of the privacy preserving alternatives that Google is launching that will allow individuals the privacy we all desire while advertisers continue to gather data to inform marketing decisions.
Drop the Datisan team an email to discuss how best prepare for a cookie-less future.
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.
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.
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.
The pandemic has shaped 2020 and impacted every organisation differently. Businesses have managed to adapt to the crisis in a variety of ways and one of the biggest changes we have seen is an increased demand for digital transformation.
Off the back of this, we asked some of the Datisan team what their thoughts are on top trends for 2021…
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 tsunami of change and automation that modern cloud based artificial intelligence and machine learning will deliver.
Due to the flywheel effect of AI and ML, time is running out for those marketers yet to act, and they need move swiftly to avoid being left behind.
The pandemic has impacted many aspects of how we do business, but it hasn’t diminished the impact AI is having on our lives. In fact, it’s become apparent that self-teaching algorithms and smart machines will play a big part in the ongoing fight against this outbreak as well as others we may face in the future.
“AI undoubtedly remains a key trend when it comes to picking the technologies that will change how we live, work, and play in the near future.” – Bernard Marr, Forbes.com
COVID-19 has only brought the deadline closer. 2020 has shown everyone just how important it is to have confidence in your data and analytics, and demonstrated the consequences of not investing in business critical foundations that drive your business reporting and customer activations.
Using big data and analytics has always been on a growth trajectory and has made the need for data even greater. I anticipate that continued investment from companies into data and analytics capabilities that power faster, leaner and smarter organizations.
An interesting prediction globally from Gartner on this topic is that 25% of organisations will amalgamate marketing, sales and CX into a single function. 31% of corporate boards of directors and CEOS are considering complete digitally-driven transformations of their business models, with 27% of CEOs saying multiple business functions are already being redefined or merging based on business data.
Organisations that feel confident about their data are able to rely upon it to make decisions, highlight opportunities and identify and manage risks. They will be more agile, as they are comfortable that their data is fit for their business needs.
The need to improve the digital resiliency of the workforce during and after the COVID-19 pandemic has drastically accelerated trends in digital workplace technology.
When employees were sent home from their offices en masse amid the global onset of COVID-19, many businesses scrambled to adopt technology solutions to enable their teams to work remotely.
The pandemic rapidly elevated many digital workplace technologies from nice-to-have to must-have status. The future of flexible work will be a blend between home, offsite and work spaces as new ways of designing workflows are designed.
Revelian’s 2020 Hiring Benchmark Report stated that of the organisations that did transition to remote work this year, 54% view remote work more positively now; 42% say their view is unchanged, and just 4% view remote work more negatively.
Trend-leader Google this week announced that they were delaying returning to the office until September 2021.
Sundar Pichai, chief executive of Google’s parent company, Alphabet, said the company was testing the idea of a ‘flexible work week’ once it is safe to return to the office. Under the pilot plan, employees would be expected to work at least three days a week in the office for ‘collaboration days’ while working from home the other days. Other companies may take their cues from Google, which has been a pioneer for many aspects of work life, especially at technology companies.
Microsoft similarly offered all of its employees the chance to work from home less than 50% of the time without advanced approval. Uber, American Express and Airbnb have all extended their remote work policies.
What other digital marketing and data analytics trends do you think will be a priority in 2021? Drop the Datisan team an email to have a chat about strategy and trends in the new year.