Welcome to… Limitless Potential and Lead with Curiosity

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.

Datisan team outside Brisbane’s Powerhouse for our 2021 DATA Day

Rachel: Why has it been important to have a shared set of values across the XPON Technologies Group businesses?

Belinda:

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?

Anthea:

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. 

Belinda:

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?

Belinda:

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?

Belinda:

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?

Belinda:

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?

Anthea:

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?

Belinda:

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?

Belinda:

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?

Anthea:

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? 

Belinda:

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

You can read a little more about all our values on our Culture page. If you want to find out how Datisan can enable your business to lead with curiosity, chat to the team today.

Datisan is excited to be named a finalist in the CRN Impact Awards

In our first year of submitting for this industry-recognised award, based on our role as USC’s technology and digital marketing partner for their immersive open day environment.

What are the awards?

The CRN Impact Awards span 11 categories and chart success in business transformation, customer experience, empowering deployments of networking solutions, infrastructure, new software, and security architectures.

The CRN Impact Awards celebrate the technology providers delivering outcomes for customer organisations and building Australia’s innovation economy for the future.

We understand that that to even whittle submissions down to finalists was very challenging and we are excited to be in that group. 

While the project that Datisan and Xpon Digital worked with USC on could be classed under a number of different innovation categories, we chose to submit under Customer Experience, because the award recognises projects that help client organisations better service their own end user customers in a digital, mobile world. We thought this was defineitly the case for the USC Open Day Online.

Tell me more about USC Australia’s Open Day Online?

In 2020, USC Australia faced a challenge: how to provide its expected personable and approachable face-to-face Open Day experience, with all of the restrictions around social distancing and the need to balance community health.

Datisan scoped ideas around immersive student experiences and connected USC with Xpon Digital and their leading web-VR and interactive 360-degree technology platform, Holoscribe.

With support from Datisan and Xpon Digital, USC Australia successfully pivoted from a traditional face-to-face campus-only event to designing an engaging and online open day experience that is able to convey a lot of information about study options, virtually. 

You can read more about this here.

So what happens now?

CRN Australia has shared an article about our submission to their large industry audience, which you can view here

Formal judging to determine the winners begins this week, with a panel of independent industry experts to judge the finalist entries. While we were looking forward to the Awards Gala that goes with this event, and the opportunity to meet other award finalists, we will have to wait for another year as the moving goalposts of the pandemic mean that the winner announcement moves online to early October.  

You know we’ll be sure to update you then!

As consumer expectations continue to grow in an ever-evolving digital landscape, it is becoming increasingly important for businesses to deliver the right message, to the right person, at the right time. 

Utilising first-party data and a strategic plan to identify and convey a brand message at most valuable moments throughout a consumer’s interactions with a brand is critical to achieving multi-moment marketing maturity.

What is first party data again?

First-party data is proprietary information collected directly from the user with consent. It derives directly from the customer’s behaviours, actions and interests across a platform, through loyalty or subscription programs, social information and from customer interactions. 

We’ve discussed in other posts but it doesn’t hurt to reiterate it one more time – as third-party cookies are eliminated from the web, first-party data is a crucial element to gaining a competitive edge online. 

Multi-moment digital marketing maturity is synonymous with….

dynamic executions across multiple channels that are optimised towards individual customer business outcomes and transactions.

These businesses have robust linking between online and offline journeys and an omni-channel engagement strategy. They have an agile approach to audience management and automation and deeply personalised messaging in their customer experience

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. 

In a recent study

Google partnered with Boston Consulting Group to understand how advertisers are using first-party data to successfully drive business and achieve multi-moment maturity. 

Ninety per cent of companies who took part in Google’s research agree first-party data is critical to marketing success however only one per cent are utilising that data to fully deliver cross-channel experiences. 

Many believe the sheer collection of data correlates to success however unnecessary information not only burdens the customer but can increase the cost of technology and management strategies and the risk of privacy breaches.

9 out of 10 companies who took part in the research agreed that first party data is critical to marketing success however only 2% are utilising that data to fully deliver cross-channel experiences.

Just as unnecessary data collection can be the catalyst for failure, so too can a poorly executed strategy. 

Google found brands who experienced success, developed a comprehensive strategy, tested and measured results to determine the best activation method and built robust in-house capabilities while outsourcing and working with strategic partners for expertise. 

These businesses invested significant time in developing clear strategic goals for the collection and data, identified essential information and calculated associated risks and costs to develop a pathway forward. 

Datisan CEO and co-founder Chris Rozic says,

2020 showed everyone just how important it is to have confidence in your data and analytics. It demonstrated the consequences of not investing in business critical foundations that drive your business reporting and customer activations.

Digital transformation is about more than simply data

While the collection of first-party data through machine learning, artificial intelligence and automation allows marketers to gain an in-depth understanding of the customer journey, it is critical to align a strategy to your people, culture and goals. 

“The hardest step in progressing digital marketing maturity can often be just getting started,” Chris Rozic says. 

Once the right people and data are together . . . the outcomes of maturity projects can make a significant impact.

Only two per cent of businesses are realising the full potential of data-driven marketing and while digital marketing maturity looks different at every stage, a key differentiator between ‘nascent’ and ‘multi-moment’ is the unification of first-party data. 

“We haven’t seen a brand get to multi-moment maturity overnight. It requires ongoing commitment and reflection. However, it is encouraging to see so many brands in Australia taking steps to meet today’s consumer expectations.”

Datisan is the leading digital marketing maturity 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.

As USC’s technology and digital marketing partner, Datisan is excited to announce the return of this virtual and immersive open day environment.

What is Open Day Online?

In 2020, USC Australia faced a challenge: how to provide its expected personable and approachable face-to-face Open Day experience, with all of the restrictions around social distancing and the need to balance community health.

Datisan scoped ideas around immersive student experiences and connected USC with Xpon Digital and their leading web-VR and interactive 360-degree technology platform, Holoscribe.

With support from Datisan and Xpon Digital, USC Australia successfully pivoted from a traditional face-to-face campus-only event to designing an engaging and online open day experience that is able to convey a lot of information about study options, virtually. 

What does Open Day Online 2021 look like?

USC’s Open Day, launched this year on Sunday 18 July 2021. It allows each user to have a personalised virtual experience. 

The ability for the virtual open day platform to be available longer than just one day has meant that USC continues to drive audiences through to that virtual environment. This has allowed more people to connect to information and experiences about USC and study. 

Karyn Brinkley, Director of USC Australia’s Marketing and External Engagement team said,

“We were really thrilled with both the aesthetics and the performance of the platform Xpon Digital built for us with Datisan’s support. 

“We weren’t sure what to expect on the day, but the number of visitors –  over 1,500 prospective students on launch day – matched what we’d have expected of an on-campus Open Day. 

“And after that, we had an Open Day where people could explore in their own time, and return to when it suited them.  

“Our long-term visitor expectations were exceeded by 46% within the first 30 days of the virtual environment going live. Most importantly, there was really high engagement with the platform  –  89% visitor satisfaction with the virtual experience.  It was a no-brainer to recommit to and further develop the platform for 2021.”


Datisan’s Head of AdTech, Bharat Tarachandani, agreed about the performance expectations: 

“It was very pleasing to be able to support USC Australia’s key performance metrics for the Open Day while connecting them to new technology. We were able to consolidate the media implementation and engagement, which also made it easier to track a truer return on advertising investment, delivering efficiency and reducing acquisition costs by 14.5% year on year.”  

The ability for the Holoscribe platform to be updated easily with new and engaging content means this virtual strategy is very cost effective for the marketing of the Open Day and makes it accessible to visitors outside of the typical open day season. 

Chris Rozic, Co-Founder & CEO and Bharat Taranchandani, Head of AdTech, Datisan

This year, as well as a style and content refresh, the platform added new features to improve the overall user experience, such as the ability to favourite hotspots so users can easily return to information, plus the ability to share it to a wider network through social sharing.

“The primary aim of the Open Day project was to build an environment for USC to connect with visitors when it wasn’t possible to be on campus. However, in the back of our mind, longevity of such an environment was also critical for the university and return on investment both in resources and audience solutions.”

Chris Rozic, CEO and Co-Founder of Datisan.

The promotion of USC Australia’s Open Day Online this year is based on the messaging of ‘one small step’. Developed by Brisbane creative agency RedSuit, the creative shows how Open Day is the first step to university and then to a career. 

Digital ad placements for Open Day Online include Search 360, Display & Video 360, Facebook, Instagram, Snapchat, YouTube, Spotify and digital radio.

As a full stack sales partner, Datisan connected USC’s activity to Google Cloud and Google Marketing Platform to maintain a strong digital marketing and XR analytics strategy, ensuring this important activity was able to be measured and optimised.

To experience USC’s online Open Day for yourself, visit https://openday.usc.edu.au/ 

There’s a fine line between privacy of personal information and the convenience of personalisation online today.

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.

The move to first party data shouldn’t be delayed

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.

The doors to the digital retail world are wide open.

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.

Top 5 enablers of value for specialty retailers

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.

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… is critical to Datisan’s vision of creating better experiences and it is really exciting when we grow our capabilities in this space.

Welcome to our new Customer Success Manager, Alick Homann! 

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.

new start Alick Homann
Alick Homann, Datisan’s latest Customer Success Manager

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!

Interested in working with Datisan? Check out our Careers Page for open roles or apply through our Talent Pool.

Introducing Sumen Pooni 

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.

Sumen Pooni, Datisan’s new Data Analytics Specialist

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!

Interested in working with Datisan? Check out our Careers Page for open roles or apply through our Talent Pool.

Get in touch to find out how we can help transform your business by booking a consultation with Mike Cornwell, here. 

A cookie-less future is nigh.

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.  

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Drop the Datisan team an email to discuss how best prepare for a cookie-less future.

In exciting news, Datisan is now partnering with innovative technology platform Fivetran to provide even better and more efficient outcomes for our clients and their technology needs.

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.

If it hasn’t already, artificial intelligence (AI) is coming to a contact centre near you – and not just in the form of the ubiquitous chatbots that pop up with their friendly greetings on sites you visit. 

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. 

Tell me more about Dialogflow

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.

What else did our 2020 Digital Marketing Maturity Growth Report find? Download your free copy here.

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.