NADIA CAMERON (CMO)
13 AUGUST, 2013 14:36
ADMA Global Forum panel including representatives from Qantas, Brambles, Energy Australia and Deloitte debate how to successfully adopt data analytics as a marketing and organisational competitive advantage.
Data analytics is critical for organisations but your efforts will fail if you don’t first understand what customer gap or commercial pain point you’re trying to overcome, several Australian brands claim.
In a panel session at the recent Association for Data-Driven Marketing and Advertising (ADMA) Global Forum in Sydney, advisory group, Deloitte, along with representatives from Brambles, Qantas and Energy Australia, came together to discuss their use of data analytics and tips for how organisations can get started successfully on an analytics journey.
While there is a lot of intent around the use of analytics as a strategic business contributor, the truth is it isn’t that easy to execute, Deloitte partner, Jenny Wilson, told the audience.
“It’s not just the capabilities that are different, it gets down to foundations like leadership, culture, and where you do you start,” she said. “Sometimes data feels like the elephant in the room.”
Brambles group vice-president of strategy, planning and innovation, Paul McGlone, said data analytics is crucial today to the critical effectiveness of its commercial business model. “In order for us to control this ever-moving equipment business that operates in so many locations, so many people and on an ongoing basis, we need to deeply understand what’s going on,” he said.
McGlone pointed out the data mandate is easier to come by today, as boards are aware of big data and are asking questions about what we’re doing with information assets….Continue Read