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.