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.
Join our mailing list to receive the latest news and updates from our team and our monthly newsletter, the Datisan Download.
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!
This partnership complements Datisan’s other marketing and technical relationships, as the first full stack sales partner for Google in Australia and New Zealand across Google Cloud and Google Marketing Platform.
Matt Daniels, Chief Technology Officer of Datisan, said of the partnership,
Data integration and pipelines have always been seen as a necessary evil, but often take an inordinate amount of time to deliver. Partnering with Fivetran allows us to extremely rapidly deploy production ready pipelines for our clients. This in turn allows them to get to the real value generation from their data – insights and activation – in weeks, not months or even years!
Fivetran provides reliable access to analysis-ready data for analysts to query at any time. They currently offer over 150 fully managed, automated connectors for databases, applications, events, files and functions, allowing businesses to extract data from any source. They are known for delivering zero-maintenance pipelines and ready-to-query schemas.
Read more about Fivetran here.
Datisan CEO Chris Rozic agreed that this was an exciting addition to Datisan’s existing partnerships, stating,
Fivetran enables Datisan to help our customers meet the personalisation needs of their customers. Data freshness and the ability for marketers to rely upon an integrated, real time ecosystem is only as good as the data quality, and the speed it gets there.
If connecting multiple data sources and data freshness are important to your business, speak with our team today about how we can support your digital marketing, data or cloud objectives.
Join our mailing list to receive the latest news and updates from our team and our monthly newsletter, the Datisan Download.
Industries are always looking to up their game when it comes to their marketing, customer service and experience, and one way many are doing this is by integrating contact centre AI, with 20% of all customer service requests expected to be handled by AI by 2022.
Contact Centre AI can help to provide a more effective and efficient customer experience, while saving businesses time and money by simplifying and easily integrating into their current workflow systems.
This is one of the most important ways businesses respond to and meet customers needs
It does this by providing human-like conversations via virtual agents. This increases time and cost efficiency, by minimising the time live agents are online and providing answers to simple, frequently-asked questions, to which solutions can easily be applied.
So how are real businesses utilising Contact Centre AI and what are the benefits of its implementation?
Marks and Spencer is one company that successfully integrated Google Cloud’s Contact Center AI (CCAI) with their workflow, enabling them to report an improvement of more than 10 seconds in its average handling time. Live agents are more satisfied as they no longer have to redirect calls and can work on more complex customer inquiries. Customers are also happier and in turn, brand loyalty has increased significantly.
GoDaddy has had a similar success rate by using Virtual Agent, powered by Dialogflow CX, a chatbot component of Google’s CCAI, which enhances the customer experience by allowing the business to create virtual agents that are able to handle all enquiries and offer simple solutions to frequently asked questions, meaning that more complex issues are passed on to live agents.
Popular US streaming service Hulu has also integrated this technology, by using Contact Centre AI to respond quickly and efficiently to customer enquiries. With quick responses to frequently asked questions, and automatic responses that help customers get the best experience possible.
With AI becoming more progressive and the future of marketing leaning into new technologies, is now the time to invest in Contact Centre AI?
Marketsandmarkets predicts that the market for AI technology in contact centres will increase from $800 million in 2019 to $2.8 billion by 2024. From increased customer satisfaction rates, to reducing live agent chat time, to automating business workflow, the proof is in the pudding.
When asked to share his thoughts for future trends in Datisan’s latest Digital Marketing Maturity Growth Report, Xpon Technologies Founder and Group Managing Director, Matt Forman says,
2021 will be one of the most exciting years yet for marketers that have invested in getting their data in order and ready to take advantage of the change and automation that modern cloud based AI and ML will deliver.
Contact Centre AI will not only have a positive impact on customers and clients, but also on the cost effectiveness of business and on contact centre staff, with reduced live agent time and the ability of Contact Centre AI to handle smaller enquiries and complaints.
Watch Google’s video below on Contact Center AI:
To find out how you can drive call centre efficiencies with Google Cloud, get in touch with Datisan today.
Join our mailing list to receive the latest news and updates from our team and our monthly newsletter, the Datisan Download.
What is Dialogflow?
Part of Google Cloud Platform, Dialogflow is a lifelike conversational AI with state-of-the-art virtual agents. It is available in two editions: Dialogflow CX (advanced), Dialogflow ES (standard).
Powered by Google’s leading AI, it supports rich, intuitive customer conversations in one comprehensive development platform for chatbots and voicebots. It’s goal is to improve the customer experience while increasing operational efficiency. Some of the key benefits of using Dialogflow include:
A Dialogflow agent is similar to a human call center agent. You train them both to handle expected conversation scenarios, and your training does not need to be overly explicit.
The new year has brought with it an exciting new start for the Datisan team.
Stephanie joins Datisan in our Brisbane office from Oh My Agency, where she honed her specialist skills in client relations/communications and task automation. Stephanie has over 2 and a half years of experience in the online marketing industry, working for the likes of Credit One Group and boutique digital marketing agencies.
When asked about her passion for the industry Stephanie commented,
I love being given the opportunity to really evaluate and examine data related to client journeys. To see where, when and why people do the things that they do online and how we as marketers can make their decision making process easier. It’s exciting to take information on how users interact with websites and other platforms and then use this to create simpler pathways to assist businesses and users in achieving their shared goals.
Datisan’s Head of AdTech Bharat Tarachandani said,
Stephanie is a valuable addition to the rapidly growing GMP AdTech team at Datisan on the back of new client growth. Her agency activations background puts her in a great position to understand challenges our client and agency teams are facing and how we can help better collaborate and implement solutions unlocking new growth opportunities for our clients.
When asked about joining Datisan Stephanie said,
I’m so excited to become a part of the team here, getting to work with some of the brightest minds in our industry and absorbing knowledge from them like a sponge! I’m keen to be able to take the time to really make a difference for my clients and assist them in making a difference for their customers.
Welcome to Team Datisan Stephanie!
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.
We’re excited to announce that Datisan has been named Google’s Emerging Star as well as the Maturity Megastar Partner of 2020 at this year’s Google Marketing Platform Partner Awards for Australia and New Zealand.
In a virtual event for 2020, the Datisan team gathered and celebrated together while engaging with Google Partner Managers and other Partners, while enjoying some excellent catering from Google to replicate the experience in other years.
The Emerging Star award is new to the awards for 2020 and one that was awarded at the discretion of the GMP judges.
Emerging Star highlights Datisan’s ability to connect marketing and IT stakeholders on projects we work on. It also touched on our ability to facilitate connection and foster conversations and relationships across Google and particularly called out the strong growth in clients, projects and individual and team certifications we have experienced in the past 12 months.
Maturity Megastar is awarded to the Partner who submitted the best customer user case that highlights progression up the digital marketing maturity scale with positive client results.
GMP judges noted that as well as providing an excellent use case, Datisan’s winning submission highlighted the work and efforts that had gone into Digital Maturity as a business and how it underpins every Datisan engagement.
It highlighted our proactive work leveraging past maturity studies to build our own Annual Digital Marketing Growth Report . It also mentioned the expertise we were building as a result of the industry benchmarking we’ve been able to present to the market off the back of three years worth of data from the region.
Head of Business Development, Mike Cornwell says of the work that Datisan has done in digital marketing maturity:
Maturity plays a key role in all of Datisan’s engagements with our clients. We want to help clients to understand what it means to move up the maturity scale, and help them do so.
Datisan’s maturity assessments and roadmaps are the starting point for all business engagements as they provide the strongest indication of where an organisation is starting their digital journey and also highlights where they need to develop in order to best support their key objectives.
We wouldn’t have been able to be awarded these honours without the support of our Google Marketing Platform Partner Managers, as well as our exceptional clients whose projects allow us to provide work like what has been recognised here.
More to come as well as team pictures once the awards are delivered.
Sara Tweedly, Group Executive, Digital & Marketing at Canstar, says about working with Datisan,
Datisan has been a great partner for us over the past 12 months in the analytics space. We’re looking to them to support our alignment of media, tech and analytics and can’t wait to get started.
This will include the addition of Display Video 360, Search Ads 360 and Campaign Manager to the existing Google Analytics 360 engagement.
Mike Cornwell, Datisan’s Head of Business Development said,
“It’s great to see Canstar make the move to leverage the wider capability across GMP; they’ve done some really cool things in the analytics space this year and we can’t wait to get going on the program of work associated to the full stack.
In particular, I’m excited about the value we can add to their measurement and audience strategies.
This is the latest in a surge of client wins for Datisan, representing one of four companies who have engaged Datisan for AdTech solutions immediately following their Google Marketing Platform certification announcement in October.
Datisan’s Head of AdTech, Bharat Tarachandani, is enthusiastic on how quickly Datisan is scaling in this space.
We are excited to have multiple full stack clients plus keen interest from several others so early in our journey into the AdTech space. It demonstrates the value we bring to the market with combined Analytics, GMP and GCP capabilities.
Along with their Certified Partner status in Google Cloud Platform (GCP) as well, this makes Datisan Google’s first full stack Google Marketing Platform and Cloud Platform sales partner across Australia and New Zealand. Different to a traditional media agency with full stack capabilities, Datisan’s expertise with both sets them apart as a Platform Enablement Partner.
Winning work with Canstar has been the cherry on the top of what has already been a strong year for Datisan in Financial Services.
In November, Datisan added Google Cloud Partners Financial Services Expertise to their growing list of expertise on this platform. This expertise is awarded to partners who demonstrate customer success and leverage the Google Cloud Platform to help deliver competitive and compliant solutions in rapidly changing global markets with powerful, scalable technology, including secured multi-cloud and hybrid solutions for the financial services industry.
Datisan CEO Chris Rozic agrees,
It’s satisfying to see that the strong work Datisan has delivered in the financial services and insurance sector being rewarded with continued business as well as recognition from our partners at Google.
So if you’re looking for advanced solutions and services in a particular area, speak with our team today about how we can support your digital marketing and cloud objectives.
Google Cloud Platform Partner Expertise allow partners like Datisan to highlight success in product/technology, solution/workload, and industry specific work, and is evaluated based on unique requirements for each Expertise. As well as customer examples, the awarding of Expertise requires individual team member technical certification or credentials.
Datisan’s Head of Cloud & MarTech, Tom Sowerby, states
It’s satisfying to see that the strong work Datisan has delivered for our clients being recognised by our partners at Google Cloud. Partner Expertise is a great way for us to validate the work we have been doing day-to-day with customers as they directly reflect our engagements with them.
Expertise also promotes Datisan’s capabilities to potential businesses, helping them identify a partner that would be the most relevant for their technical and business needs.
Datisan has been recognised across the following five Expertises in 2020:
Datisan’s Head of Business Development Mike Cornwell adds,
It’s great to see our expertise broaden across Google’s Cloud platform. The FSI certification is particularly pleasing – we’ve done some really innovative work in that space this year so it’s great to be recognised for it by GCP.
So if you’re looking for advanced solutions and services in a particular area, look for a Google Cloud partner with an Expertise – look for Datisan!
Speak with our team today about how we can support your digital marketing and cloud objectives.
Streaming Data Analytics Workload Expertise
Partners who demonstrate customer success by helping companies ingest, process, and analyze event streams in real time. Built on the autoscaling infrastructure of its core components—Cloud Pub/Sub, Cloud Dataflow, and BigQuery—Google’s streaming solution reduces complexity by provisioning the exact resources needed to ingest, process, and analyze fluctuating volumes of real-time data.
Data Warehouse Modernization Workload Expertise
Partners who demonstrate customer success by leveraging Google BigQuery to streamline the data warehouse modernization path with a comprehensive migration offer, easy-to-use tools, and ecosystem that manages your complete migration so customers can get started with ease.
Google Cloud Analytics Product/Technology Expertise
Partners who demonstrate customer success in the following areas: BigQuery, Google Cloud Data Studio, Cloud Composer, Cloud Dataflow, Cloud Datalab, Cloud Dataprep, Cloud Dataproc, Cloud Data Fusion, Cloud Pub/Sub, Cloud Spanner, Cloud IoT Core, Data Catalog, Cloud Life Sciences, Genomics, Google Marketing Platform, Looker, Cloud Dataprep
Google Cloud ML & ML APIs Product/Technology Expertise
Partners who demonstrate customer success in the following areas: Cloud AutoML / AutoML Tables, Cloud Natural Language API, Cloud Jobs API, Cloud Translation API, Cloud TPU, Cloud Video Intelligence API, Cloud Vision API, Places API, Cloud Speech-to-Text API, Cloud ML Engine, TensorFlow, Dialogflow
Financial Services Industry Expertise
Partners who demonstrate customer success and leverage GCP to help deliver competitive and compliant solutions in rapidly changing global markets with powerful, scalable technology, including secured multi-cloud and hybrid solutions for the Financial services industry.
With this certification, Datisan is recognised as the first certified sales partner with both Google Marketing Platform and Google Cloud in Australia/ New Zealand.
We’ve been working towards building full stack capability as a business for some time. It is so important for brands to be able to control their data. I’m very excited for us to be the first in the market in ANZ to achieve this milestone
– Chris Rozic, CEO & Co-Founder, Datisan
Being a full stack partner across Google Cloud Platform and now Google Marketing Platform enables Datisan to partner with clients and enable maximum efficiencies and outcomes across our cloud for marketing ecosystem.
With our ability to now offer Google Analytics 360, Display & Video 360, Search Ads 360 and Campaign Manager alongside our existing capabilities & certifications with Google Cloud allows Datisan to solve problems differently.
Chris attributes Datisan’s success to taking a singular, data-driven approach to digital marketing analytics before it became the buzzword it is today. He feels that businesses need to adopt to a new way of leveraging adtech and martech tools.
The industry is undergoing significant change, and I believe we’re at a turning point where businesses have no choice but to embrace it.
Australian brands and agencies continue to grow their investment in digital advertising which is now at $9.1 billion (up 7.1% in the last two years). Illustrative of this, programmatic advertising has reached a new peak in the last quarter to June, with 44% of all advertising on content sites being programmatic and the percentage of inventory bought directly from advertisers decreasing to 15%, according to IAB Australia Online Advertising Expenditure Report (OAER).
Chris added, continuing to say, “Customers have growing expectations to have personalised and efficient experiences with brands – from seeing an ad all the way to a conversion.”
Brands need to take back ownership of their marketing data to enable these experiences and drive transparency into what works for the end user or customer, who increasingly wants their data protected.
By offering first-party data ownership, we help advertisers embark on a journey with their in-house or agency teams in consolidating multiple disparate platforms and supercharging their digital capabilities.
– Bharat Tarachandani, Head of AdTech
Bharat led the effort for Datisan’s certification with Google Marketing Platform and is excited to see how this can now work together with Datisan’s strategic approach to client marketing data across both Google Marketing Platform and Google Cloud.
“The industry has been asking for more transparency, data ownership and a single view of the customer journey. Google Marketing Platform offers that opportunity to adopt a platform built with digital-first focus to deliver for today and the evolving future.” Bharat stated.
Google Marketing Platform will allow for the consolidation of platforms (like targeting, bidding, personalisation and measurement), which can traditionally be a challenge. We believe this will be an opportunity to bring data, analytics and media together. Importantly, this will help to maximise client investments.
Different to a traditional media agency with full stack capabilities, Datisan’s expertise with Google now sets us apart as a Platform Enablement Partner. For CMOs this means the opportunity to work with a partner that can deliver transformational change to their marketing outcomes.
Chris concluded that Datisan’s success had been built on a relentless focus on a results-driven, optimal client experience.
Datisan is looking beyond the horizon at what technology and culture trends are going to change both ours and our clients’ businesses.
Visit our Google Marketing Platform page to learn more about this exciting range of tools and platforms.
Since our DATA (Datisan Annual Team Adventure) Day in December 2019, we’ve been working away at creating an updated, collaborative set of values with our culture consultant, Belinda Forman. After many workshops and revisions, we’re excited to finally announce them!
We wanted to share some of the process to get to this point, so our Marketing Support Manager, Rachel Ellison, sat down with Belinda to discuss the project and how she feels about the outcomes.
Rachel: Firstly, can you tell me what a culture consultant does?
Belinda: “I bring together the idea and ideal a business has, help make them tangible and help embed them into the day to day.”
Why was the project undertaken?
“Datisan had been its own business since January 2018 and as it was spun out of Traffika, they had taken the core values of Traffika with them. At the end of 2019, Chris and the team decided it was time for the core values to reflect the new business and team at Datisan. This process began during a planning session at DATA Day 2019.”
How did you find the early stages of the process with the Datisan team?
“We started the process at a group level with the XPON Technologies values and from there we took the opportunity to expand on how these values come to life, every day with the team at Datisan.
The interesting thing about this process was that we found that everyone was on the same path and cared about creating a set of values that they could really be proud of.”
Culture is the glue that holds the team together, the common value set that you all want to be a part of.
What did you find interesting when brainstorming or discussing with the team?
“We had started the off-site day with personal values and there was this light bulb moment, when the brainstorming really connected them with their personal sets of values. It empowered the team to align with what they stood for personally – this made the brainstorming flow so easily.”
What did you feel was the most challenging part of this process?
“Probably settling on the imagery to express the values. All of the team came with different images in mind for the final values and images can be subjective – we all see different things when we think of certain words. It was important that whatever we decided on reflected the brand, the business and the team.”
What has made you the most excited?
“Seeing how everyone has taken on the values as they were all a part of the creation. I hear the team using them in their conversations, checking in each other with them and giving kudos to each other for how they are living them.”
Now that the values are set, what comes next?
“I think it’s to spread the word… to let our community know who we are and what we stand for, so others who feel the same are drawn to work with our team.”
You mention the everyday – how do you intend to have the team embrace and utilise these values?
“We use them in our weekly value nominations and shout-outs to our fellow team members. I know that each individual will leverage the values in different ways, whether it is to check themselves and others, to help guide decision making, to help clients understand who we are and how we act as a business, to add value to someone’s day or just to connect with their why.”
Outside of brainstorming and setting values, what else would you recommend to drive engagement?
“Engagement is an intrinsic thing. You can do all the cool things in the world but if they mean nothing to the person, they will never be engaged. Treating everyone as an individual and helping them achieve their goals and dreams to drive meaning to the work they do with you everyday.”
Do you have a favourite value?
“Grow together is my favourite as I believe our team is at its best when we are giving of each other, sharing our knowledge to help each other grow. Imagine what our world would be like if everyone put this lens on how they move through the world! What a world we would live in.”
Rachel then asked Chris Rozic, Co-founder and CEO of Datisan, about the role of culture and values.
What part do you think culture plays in Datisan’s everyday?
Chris: “Our culture is the fibre of our business identity. Whether it’s in a daily stand up, the way we interact with each other, or deliver experiences for our customers – we mindfully live out our values in every interaction. Plus we’re not a precious bunch and enjoy a laugh, which is important to keep energy high, and mindsets positive.”
Why was outlining values important to our business?
“We were able to hit the pause button and come up for air, to see what were the things that really drove us as people, and professionals.”
What value do you see from having someone focused on promoting culture within a business?
“Two things here. To get quality results, you need to engage an expert. You get what you focus on. And having someone focused on culture, we can achieve the outcomes we need (as opposed to it being something ‘we’ll get to’).”
You can read a little more about each value on our Culture page.
Retail has certainly been one of the hardest hit industries in the current pandemic, and with a potential threat of recession on the horizon, there are definitely new challenges for the industry ahead.
But challenges often breed opportunities. With more customers purchasing online, retailers have more tangible, richer data to play with. And with the right infrastructure, strategy and implementation – they can create better experiences for their customers.
In B.C. times (Before COVID-19), we ran an Australian Digital Marketing Maturity survey which looked at the overall benchmarks by industry and state. While this year’s survey is still open for responses, the ability to compare last year’s data with this year will no doubt make for very interesting reading.
Last year’s responses were scored against four levels of increasing digital maturity:
We found that the average placed the retail industry in the second category – emerging. Broken down further, in terms of data-driven marketing, retail ranked 53% compared to the average 57% across all sectors.
In marketing automation and activation, the results showed 41% as opposed to 46% for the rest of the nation. Marketing measurement and attribution was slightly above average at 49%, and organisational collaboration was again above the mean at 56%.
To extrapolate some meaningful insights, Datisan’s Report showed that:
83% of retail businesses were using 1st and 3rd party data to deliver targeting marketing campaigns.
The report also showed that over
Half of retailers have disconnected customer data, where their online and offline customer journeys are not linked to digital marketing activities.
It’s clear that a lot has happened in the world since we ran last year’s survey, but would be remiss of us not to address it. The global pandemic has changed the way that customers are interacting with retailers and this has accelerated digital growth and transformation.
Customers have had to move almost exclusively to online experiences, away from the brick and mortar of old, and towards embracing e-commerce. And with that has come a greater expectation for better, more seamless and personalised customer experiences.
What we have heard retail industry CMOs have been questions like:
How do we keep up with the renewed digital expectations of our customers?
I’ve invested heavily in tech, how do I maximise the value I get from my platforms?
How can we better understand our customers, and how to acquire, retain and nurture relationships with them in an increasingly multi-channel world?
The key indicators that we have found for retail organisations who are kicking goals in digital maturity are a strong alignment between their IT and marketing teams, being customer centric and using predictive decision making.
Organisations that use cloud marketing data platforms with all of their data sources plugged in are able to achieve a single customer view with unified 1st party data in one fast, secure and scalable environment.
First party data is of far better quality and provides better targeting capabilities.Simon Pereira (CEO, Wondaris) – wondaris.com/
These businesses can expect an increased ability to visualise, analyse and segment data for more effective marketing campaign implementation. Plus, by using smart analytics and artificial intelligence insight generation is accelerated for a better understanding of their high value customers – what messaging to be targeting them with, where, and when. This in turn also helps to maximise return on investment for advertising spend.
The future of retail may still be somewhat uncertain, but by adopting new cloud data technologies and embracing the digital age is a surefire way to safeguard against analogue obsolescence.
To find out how your retail business can make the leap to cloud for marketing technologies, get in touch with Datisan today.