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AI-powered customer research – the rise of synthetic data

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

Beyond Attribution: Why Modern Marketers Need Advanced Measurement Strategies

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

Adapting to change: How AI and data are redefining workplaces

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

Making friends with the data: Essential metrics and KPIs for your RevOps journey

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

Unlocking the Power of Data: Insights from Industry Leaders

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

AI - Just Get Started!

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

Share of Model: A New Metric for Marketing Strategies

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

Reality Check – Is Your Lead-Gen Really That Effective?

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

Utilising Generative AI and Customer Data for Enhanced Personalisation

Customer Data Infrastructure's role in AI and Personalisation

AI Tools For Ad-Land

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

A Perspective on Synthetic Data in Marketing

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

Unlocking Personalised CX: The Crucial Role of Data Maturity Assessment

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

The Dual Approach to Analytics Tracking: Client-Side & Server-Side

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

Tackling Messy and Inconsistent Data – Why I’d Recommend This Open-Source Data Tool

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

The Pitfalls of Vanity Metrics: Inputs vs Outcomes

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

The Private Apple, how are we coping without reliable open rates?

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

Adopting a first-party data strategy to transform student experience

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

AI: Enhancing Data Hygiene and Addressing its Challenges

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

Embracing the Power of AI: Insights from Assurity's Webinar with Dr Saul Robinson

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

Harnessing the Future: The Power of AI and Automation for Small Businesses

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

Unpacking the Future of Marketing: Insights from a Panel of Experts

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

Is a Customer Data Platform right for your business?

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

RVM: A Step by Step Guide

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

The Power of Brand and Strategy: Enhancing Digital Marketing Effectiveness

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

NZ Marketers are shaking off perfectionism to get $h!t done

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

Out with Universal Analytics and in with GA4

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

CMO Insights: Translating the promise of data into value for customers

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

Visitor stitching – a critical piece of the personalisation puzzle

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

Data privacy: how to build trust and connect with your customers

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

Multiple channels, multiple teams, one solution

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

A personal touch in a digital world

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

Customer data platforms: a new breed of marketing tech

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

Unlocking the power of first-party data

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

MA Data SIG: Customer Data Platforms in Plain English

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

Governance of Data Guidelines

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

MA Data SIG: The Importance of Data Quality

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

MA Data SIG: The Value of Data

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

Data Transformation, Data Hunches, and VoC

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

The importance of getting your data transformation right

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

As Data Quality Declines, Costs Soar

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

The Datamine Guide to Marketing Automation

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

The Datamine Guide to Customer Insights

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

The Datamine Guide to Data Strategies

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

The Datamine Guide to Customer Segmentation

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

Forget personalisation, it’s impossible and it doesn’t work

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

Data Sharing and Partnerships: A Checklist Approach

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

Google Analytics 4 - Your Questions Answered

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

Smarter Data 2021

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

Butterflies and Big Data

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

Data Matters! Say Marketers and Advertisers Worldwide

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

3 reasons why you don't get value out of your data & how to fix it

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

Actionable Data - Harnessing the power of data for more personal marketing communications.

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

Data Is A Daiquiri

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

Be less technical to become more data-driven?

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

Is Your Analytics Data Accurate?

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

AI to combat customer churn

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

Hearing each voice in the crowd - how you can make the most of unstructured data

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

Driving success in the Direct-to-Consumer sector

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

A review of Smarter Data Conference 2021: My first experience attending

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

Do you hold Customer Data? (of course you do!)

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

What Marketers Need to Know as Google Ends Third-Party Cookies

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

How much is a data breach worth?

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

Google Ads Credit Roll out in New Zealand

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

SEO: What you need to know about Google's May 2020 Core Update

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

Preparing for a cookie-less world

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

Does my organisation need a data strategy?

The answer is almost certainly yes.

Google Rolls Out January 2020 Broad Core Algorithm Update

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

Big Data analysis reveals exclusive SEO insights into NZ online clothing industry

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

Key Takeaways from the MA's Networking Event on Data Governance

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

What to expect when doing a data migration: Tips from the Datamine Partners

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

6 types of predictive modelling and their uses for marketing

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

Analytics can solve your revenue challenges. Here's how.

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

What is your data worth? Probably less than it could be.

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

How to Succeed at Data Analytics

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

Fantastic Customers and Where to Find Them (hint: in your data)

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

A sell-out Smarter Data conference is a sign of the times

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

Raising The 'DATA BAR' in New Zealand

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

Developing a Data Strategy

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

Take five: Five things marketers should know about the GDPR

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

Do Kiwis really care about their data privacy?

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

What New Zealand marketers need to know about the GDPR

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

Data Analytics: Succeed even as a non-expert

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

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