Adobe Digital Dialogue

Brands Reveal How Analytics Drives Powerful Business Change

Data has assumed a crit­i­cal place in the arse­nal of Australia’s mar­keters. The insights it pro­vides and the vis­i­bil­i­ty great analy­sis deliv­ers on mat­ters such like cam­paign per­for­mance is dri­ving greater invest­ment in data sci­ence.

How­ev­er, it is impor­tant to get the fun­da­men­tals right, accord­ing to lead­ing ana­lyt­ics pro­fes­sion­als at some of Australia’s best known brands.

Data ana­lyt­ics lead­ers from Tourism Aus­tralia, Coles and NAB out­lined their own unique chal­lenges and the lessons they learned at Adobe’s Sym­po­sium last year. With this year’s event com­ing up quick­ly, it is time­ly to revis­it their advice.

  • Adobe Sym­po­sium 2017 will be held in Syd­ney at the Syd­ney Opera House on May 23–24. Book your place today.

Take the exam­ple of Tourism Aus­tralia. Accord­ing to Man­jit Gill, Glob­al Man­ag­er Dig­i­tal Ana­lyt­ics and Opti­miza­tion, his organ­i­sa­tion faced the pecu­liar ana­lyt­ics chal­lenge of demon­strat­ing results with­out pri­ma­ry data on con­ver­sions. How could a com­pa­ny mea­sure suc­cess with­out rev­enue data?

“At its core, Tourism Aus­tralia is a part­ner­ship mar­ket­ing organ­i­sa­tion — we do not sell any­thing online. We cre­ate inter­est and hand over the poten­tial trav­el to our part­ners for con­ver­sion,” Gill told del­e­gates.

That meant when cus­tomers were redi­rect­ed to part­ners, Tourism Aus­tralia could not ful­ly mea­sure the effi­ca­cy of its mar­ket­ing cam­paigns.

“While we knew where the users were com­ing from to our web site, and what they did on the web site, once they clicked on a part­ner link and left, we lost them,” Gill said.

In order to cap­ture this insight and attri­bu­tion, Tourism Aus­tralia relied on data shar­ing with its part­ners, accord­ing to Gill. This meant the organ­i­sa­tion could cre­ate and share dif­fer­ent mar­ket­ing seg­ments across dif­fer­ent domains with its part­ners.

Of course, those part­ners had to be be equal­ly com­mit­ted to achiev­ing results. “We need­ed a tourism part­ner who had the right tech­nol­o­gy, the right skill set and the right atti­tude. We found that part­ner in Vir­gin Aus­tralia,” said Gill said.

By cre­at­ing a part­ner­ship with Vir­gin through Adobe Audi­ence Man­ag­er, Tourism Aus­tralia was able to share data and enrich user pro­files. Even­tu­al­ly this lead to bet­ter attri­bu­tion and an improved cus­tomer expe­ri­ence. Gill explained how this meant cam­paigns could be per­son­alised to cus­tomers and the right mes­sage could be sent to the right per­son at the right time.

This part­ner­ship meant Tourism Aus­tralia could “close the loop” and track rev­enue gen­er­at­ed by each cam­paign. “Now we not only know about clicks, but we also know the rev­enue gen­er­at­ed,” which accord­ing to Gill has allowed for more accu­rate assess­ment about how well KPIs were being met.

“We now have a bet­ter under­stand­ing of our users and the path to pur­chase,” Gill said.

Common ground

Mean­while at Coles, ana­lyt­ics helped the company’s per­son­al finan­cial prod­ucts and its gro­cery busi­ness find com­mon ground. The two groups were able to come togeth­er to cre­ate an enter­prise-wide data and opti­mi­sa­tion plat­form.

Coles’s finan­cial ser­vices wing, for instance, used data to revamp its cus­tomers’ jour­neys. “The chal­lenge for us was that we didn’t own our com­plete end-to-end cus­tomer expe­ri­ence,” said Robert Bur­den, Dig­i­tal Ana­lyt­ics and Opti­mi­sa­tion at Coles Finan­cial Ser­vices.

“From our per­spec­tive, data is absolute­ly para­mount to dri­ve the effec­tive­ness of our mar­ket­ing cam­paigns,” he said.

A mul­ti­tude of part­ners, data ana­lyt­ics imple­men­ta­tions and data clouds meant it was dif­fi­cult for Coles to obtain an end-to-end pic­ture. And to obtain one would require a ‘”start from scratch” reorder­ing approach, accord­ing to Bur­den.

Nao­mi Le Get, for­mer Coles Ana­lyt­ics Prin­ci­pal, was fac­ing her own prob­lems in the broad­er Coles group, find­ing a plat­form that could han­dle the load and unique chal­lenges that Coles’s online e-com­merce plat­form presents.

“We realised that we need­ed Adobe Ana­lyt­ics to deal with the scale, the com­plex­i­ty and the rich­ness of the data we were see­ing, let alone to take it out to Coles as a whole,” Le Get said.

While Le Get had a clean slate to imple­ment an ana­lyt­ics solu­tion, Bur­den and Coles finan­cial ser­vices had to ‘fix’ their data. How­ev­er, it was worth the effort and Bur­den was able to “lever­age the insights to dri­ve the action”.

Both Coles enti­ties found suc­cess, and the suc­cess­ful col­lab­o­ra­tion meant the two depart­ments could glean insights from one anoth­er and dri­ve opti­mi­sa­tion.

What began as two indi­vid­ual projects has cul­mi­nat­ed in an organ­i­sa­tion-wide plat­form.

Bur­den stressed that with the right plat­form an organ­i­sa­tion can grow steadi­ly. “You don’t need an army to get start­ed … start small and scale. Rome wasn’t built in a day.”

Love your ana­lyt­ics

Build­ing an ana­lyt­ic prac­tice is a daunt­ing propo­si­tion. It’s a dig­i­tal envi­ron­ment that is con­stant­ly chang­ing along with the tech­nol­o­gy, and requires a dynam­ic team with an apti­tude for learn­ing, accord­ing to NAB Dig­i­tal Ana­lyt­ics Per­son­al­i­sa­tion and Opti­mi­sa­tion Spe­cial­ist, Math­ew Peters.

“You can get more val­ue from the invest­ment you have with what­ev­er tools you are using today. You just have to take own­er­ship and love your ana­lyt­ics,” Peters told the audi­ence at the Adobe Sym­po­sium in Syd­ney.

Along with high-qual­i­ty per­son­nel, Peters says it is crit­i­cal to use the right tools. “At NAB we’re using five of the Adobe Mar­ket­ing Cloud solu­tions. That’s great, but you need to inte­grate with your own sys­tems and tools and your data.”

Get­ting accu­rate auto­mat­ed data at the gran­u­lar lev­el you need is how you get a prac­tice under­way, Peters said.

Once the tools and the peo­ple are in place, they must be enabled — a com­mon pit­fall for new ana­lyt­ic prac­tices, accord­ing to Peters. “One of the things that a lot of teams fall down on is mak­ing sure peo­ple have the right tools and they are enabled to do their job.”

It’s also impor­tant to teach your peo­ple, accord­ing to Peters, who attrib­ut­es much of his suc­cess at NAB to in-house train­ing; “We train the peo­ple who use our tools. Because nobody knows our busi­ness like we do.”

The train­ing saw a spike in usage and advo­ca­cy for the ana­lyt­ics tools. Involv­ing users of all lev­els and pro­vid­ing sup­port and train­ing removed some of the trep­i­da­tion sur­round­ing data ana­lyt­ics, Peters said.

Once the data is more prop­er­ly under­stood and imple­ment­ed, tan­gi­ble results are pos­si­ble. “All of the ana­lyt­ics are won­der­ful, but it’s the insights that cre­ate val­ue. And you do that through tak­ing action. You only get val­ue by tak­ing action and doing good things,” Peters said.

Com­mon themes

While the com­pa­nies are all solv­ing very dif­fer­ent prob­lems, there is a uni­fy­ing theme to their sto­ries, accord­ing to Adobe Senior Solu­tions Con­sul­tant Tom Bray­brook. They demon­strate how ana­lyt­ics is about more than adver­tis­ing. “We’ve start­ed focussing on how this moves beyond just the adver­tis­ing and paid media. It’s now start­ing to pow­er on-site opti­mi­sa­tion as well.”

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Analytics, Digital Marketing

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