This past Wednesday was host to the latest Brisbane Networx event and Reload was once again in attendance. This month’s topic: Data Driven Marketing. Making up the panel was Danielle Lewis, Co-founder and CEO of Scrunch, Laura Allman the Head of Marketing at Student Flights (a part of Flight Centre Travel Group) and Jarrod Price, Team Manager of Digital and Direct Marketing at RACQ.
Each speaker shared both their personal and respective business’s journey to achieve a data driven marketing approach. Scrunch, a business ‘born’ of a digital context, has been able to build a data driven approach by design, while RACQ and Flight Centre have had to adapt to an increasingly more diverse environment in which their customers interact with their brands.
Jarrod from RACQ spoke of the challenges he and his team face in managing data from a series of different channels (both online and offline) and products. A key challenge for RACQ was making the data they collect from their customers relational. Laura of Flight Centre Travel Group shared how just having the data is only one part of the picture, speaking on the importance of being able to share that data with a wide range of stakeholders. Her solution – building a Business Intelligence Dashboard to make the consumption of these large data sets much more palatable.
A great end to the Data-Driven Marketing discussion tonight. Find the balance between using the data without being creepy #nxbris @daniellelewisco @jarrodpr @studentflights pic.twitter.com/7ToNuUl2OW
— Emily Forrest (@emily_forrest87) June 20, 2018
One resounding insight from the event was that data is only as good as your ability to collect, manage and transform/clean it. Danielle from Scrunch spoke of the challenges she and her team face when managing hundreds of datapoints across over 20 million influencer profiles and 10 billion posts. To make this data consumable, the Scrunch team leverage Machine Learning to assist their team to manage campaigns and provide meaningful insights to their internal and external stakeholders.
The next Brisbane Networx event will be held on Tuesday the 24th of July at Up On Constance and will focus on ‘Social Media & Content Marketing’. In the meantime, follow @Reload_Media on twitter for the latest news and updates on all things digital.
