Data

Harnessing data is key to marketing success, transforming customer interactions and driving real...

Ben Winterbourne, the General Manager at Data Insight, unpacks the rise of AI Agents and Agentic AI...

Data literacy isn’t just a trend—it’s a vital business strategy. When employees have the skills to...

Data shapes decisions, but access alone isn’t enough—organisations must interpret, trust, and apply...

This comprehensive coverage of the Marketing Association's monthly meetup held on 29 October 2024...

Adnan Khan, Co-Founder of Stitch and Chair of the MA Digital Special Interest Group, discusses new...

Nicki Shirley, Head of Marketing at CCL, explores the rise of AI-powered synthetic data in customer...

Adnan Khan, Co-Founder of Stitch, explores the need for modern marketers to move beyond traditional...

Last month, the Marketing Association’s Digital Day Out (DDO) brought together thought leaders and...

Leveraging data is crucial in the dynamic world of RevOps. This article, written by Caralyza,...

The recent June DATA SIG meeting provided valuable insights and practical strategies from industry...

In the following article, Darron Jermy provides insights from his attendance at the Smarter Data...

In digital marketing, a new metric has emerged that has the potential to change the way brands...

In today's competitive B2B marketing landscape, the effectiveness of lead generation remains a hot...

Customer Data Infrastructure's role in AI and Personalisation

If everyone is using the same AI tools, will we all end up sounding and looking the same? That’s a...

Background The arrival of ChatGPT in late 2022 showed, for the first time to a wide audience, the...

Personalisation is the cornerstone of successful marketing and customer engagement. Customers have...

In the analytics field, the choice between client-side and server-side tracking is pivotal for...

A reliable and versatile data management tool can be a game-changer for businesses. In a recent...

In today's digital age, marketing professionals are armed with a variety of data metrics that offer...

The Apple iOS15 privacy takeover of email clients has had a significant impact on the email...

Education is undergoing a profound transformation, driven by technological advancements, and...

Introduction In the present-day, technology-driven era, data has become the lifeblood of the modern...

Part 1: A Glimpse into the Future: Unpacking the Power of AI In a world where technology is rapidly...

Introduction In the rapidly evolving digital landscape, the transformative power of Artificial...

June's Marketing Monthly Meetup focused on practical examples of insights to action. MA's Data SIG...

How to know if you’re ready for a CDP. Building a single view of the customer is something...

RVM is an analysis model that uses first party customer data to segment your database on: Recency...

"As a digitally native marketer, I've recently been leaning more into brand and strategy from some...

Smarter Data meets CX 2023 focused on progress over perfection, last Thursday at Eden Park, where...

Why Google Analytics 4 is an epic upgrade – if you’re prepared It’s the end of a marketing era. On...

Rob Limb, CEO of TRACK NZ/AU , unveils findings from a global study of 400+ marketing and business...

How connecting customer data can make all the difference Personalisation is key to success in the...

Without sacrificing the data you need to deliver personalised customer experiences Customer data...

Connect your marketing experts and take performance to the next level The customer journey isn’t as...

Delivering personalisation, despite the roadblocks Customers expect perfectly personalised digital...

Why CDPs are different from the tech that came before The latest tech, the best results, the most...

The next step in your customer experience journey Targeting digital ad campaigns with third-party...

In the third video of the series, Sharon Abbott chats with fellow SIG Member Simon Wedde as he...

A Message from the Data Futures Partnership The Data Futures Partnership was established as an...

In the second video of the series, Andrew Gale and Sharon Abbott discuss the importance of data...

In the first video of the MA Data SIG Series, members Sharon Abbott and Andrew Gale discuss the...

The Marketing Association’s CX Special Interest Group share their thoughts on three key sessions...

“Without data you're just another person with an opinion”: The importance of getting your data...

The bigger the data, it appears, the better the chances much of it will be “bad” data. And that bad...

Are you interested in personalising your marketing communications, improving customer engagement...

While many organisations have expected that consistent data collection and closer collaboration...

Data is everywhere we look. Virtually all organisations have the sense they’re sitting on vast...

This paper outlines a robust approach to developing customer segmentation. If you make a product,...

True personalisation is unachievable due to poor data quality, but it’s ineffective anyway and...

Written by Sharon Abbott, Head of Data Governance, ANZ. Member of the Marketing Association’s Data...

What is GA4 Google Analytics? The Google Analytics we know and love is an online tool to help you...

Salt’s Consultants Susan Lord, Oxana Metz and Richard Jee from our Auckland office shares their key...

Can social media algorithms predict our behaviour? With everything capturing our data every time we...

With overwhelming enthusiasm, a panel of the world’s advertisers and marketers affirmed the...

The truth is because it’s unbelievably difficult to create value at scale. It’s easy to create a...

Recent studies suggest that many marketers are still stuck with the basics - email, name, location...

In the late nineteenth century American mining engineer Jennings Cox found himself in Cuba in a bit...

This was the topic of conversation at the recent MA course “Analytics for Marketers”. We were...

Google Analytics: the magical tool that helps us understand our website and its users. It provides...

In an uncertain economic climate, caring for and retaining the loyalty of your existing customers...

As marketers you’ve all been building your data powered marketing approach, but one type of data...

Nicki Shirley, Head of Marketing at Qrious, summarises the MA's Brainy Breakfast on D2C...

It was my first time attending Smarter Data and I really didn’t know what to expect. I have always...

Then you should be aware of a recent report from the Privacy Commissioner to the Minister of...

Is the internet facing a future without third-party cookies? Recent proposals and initiatives...

In 2018 around 500,000 travellers, as usual, visited one of their preferred airline companies’...

Back in March Google announced on their official blog that they would be giving $800+ million to...

Google took a two-month break during COVID-19 from making any algorithm updates, but on the 5th of...

What’s the issue? Ad-tech on the web has traditionally been underpinned by third-party cookies....

The answer is almost certainly yes.

Google has announced a new broad core algorithm update, a mere two hours before it took effect. So...

Pure SEO partnered with Whites Agency in Europe to research the New Zealand retail clothing...

We never thought we would have 70 people in the room to talk about regulatory measures but given...

Undergoing a data migration is no easy feat, particularly if you’re a large organisation with...

Analytical and predictive modelling can have an incredible impact on marketing - check out these 6...

Analytics isn't about spreadsheets and number crunching. It's about using data to solve your most...

1. The value of your data depends on the skills of your people

Most analytics boils down to one simple action that anyone can understand. It’s not technically...

As a marketer, there are few things worse than spending a bunch of time and resource on a campaign...

Data is now top of the table and key to long term competitive strategy. What was noticeable at...

Absolute Analytics managing director Mark McKenzie spends much of his time working to ensure...

It is not based on a particular propriety system or software, but is business focused, providing...

For many in the marketing and retail industries, GDPR is a daunting acronym that fills them with...

The use of data by businesses and government agencies has hit media headlines for all the wrong...

The GDPR refers to the European Union (EU) General Data Protection Regulation, which was passed in...

The fact is most analytics boils down to one simple thing that anyone can understand.