Interview with Tom Spencer, Co-Founder and Head of Services at Cognitives

Who are Cognitives and what is their position in the Australian marketing landscape?

At Cognitives our mission is to disrupt how brands think about content, and revolutionise how they can get the most out of their marketing content.

Over the past few years we’ve seen a monumental shift in the way brands communicate through storytelling. Brands no longer solely focus their marketing efforts around 3-5 high investment content pieces (such as TVC) to drive their core brand story — this focus has shifted to brands producing hundreds of pieces content spread across a multitude of channels, forming a content mosaic that defines the brand’s story. As you’d expect this change has created substantial problems for brand marketers.

Our platform enables brands and their marketing teams to create a single source of marketing truth, from which their brand storytelling can be planned, executed and most importantly, measured for ROI. Cognitives is designed to handle even the most complex of marketing structures — be it multiple brands, markets, or product lines, decentralised teams or external agencies and freelancers. With Cognitives, brands can now simplify, streamline and improve their entire marketing process, enabling them to focus on great storytelling.

We are a born and bred Australian technology company, and we are excited to be working with leading brands like the Gold Coast 2018 Commonwealth Games and Monash University — showing the world that Australian brands can lead globally through content.

To ensure our customers succeed with content, we have developed our Cognitives services division. In concert with our leading Platform, our team of experts provide content strategy, development and planning services to give brands the head start they need, and ongoing hands-on support, to deliver on their strategic goals.


What do Cognitives see as some of the key challenges facing senior marketing executives within their space?

One of the biggest dilemmas facing brands right now is that whilst there are more avenues to reach your audience than ever before, it has never been more difficult to earn attention and engagement. The traditionally linear marketing process has been completely replaced with a dynamic multi-channel ecosystem powered by content.

Content has become the driving force behind audience engagement, but with the increase in multi-channel marketing, decentralised teams and global markets the operational ability for brands to manage this level of marketing complexity is being stretched to the limit.

Simply put, brands need better visibility and control over their entire marketing process, and the content produced by this process, to ensure their brand voice is consistent and they are connecting with the right audience at the right time.

In the past, brands have had to build complex and expensive tech stacks in an attempt to get visibility and control, in order to drive a cohesive and collaborative content strategy. With Cognitives we’ve changed that, by building a content-driven marketing platform designed to support the operational needs of today’s marketing teams.


What differentiates Cognitives from other providers?

Cognitives is a complete end-to-end solution for marketing content at scale. Our platform has been designed specifically to cope with today’s marketing complexities, providing a robust enterprise-grade solution that takes the stress out of planning, producing, distributing and measuring a brand’s marketing content.

The majority of our competitors focus on one element in the marketing process — resulting in brands needing to integrate, manage and support a complex marketing stack made up of a number of different tools. Not only does this quickly blow out budget, but it creates additional strain on a marketing team to learn, manage and troubleshoot multiple systems that are not designed to play well together.

With Cognitives we have sought to provide a holistic solution, so our clients can run their entire marketing operations from a single location. Within the Cognitives platform brands can:

Plan their entire marketing strategy. Designed to let teams and agencies collaborate and plan content across multiple markets, brands and channels. Cognitives gives marketing teams full visibility over workload, flow and scheduling for all marketing activity — connected to a centralised asset manager to streamline the deployment of approved brand assets across all marketing activities.

Create compelling content. Content can be easily sourced or created directed directly in platform, including social content, blogs, articles and videos. Curate relevant user-generated content from #hashtags, handles and other online communities, or empower customers to create unique content in-platform. Extensive approval chains and workflows make adhering to brand guidelines and regulatory requirements easy.

Distribute content everywhere. With our custom CMS, launching content-rich landing pages, micro-sites and content hubs is easy. Content can be distributed to multiple social channels, campaign sites or external sites — all from a single location. Brands can also localise and schedule content distribution to ensure it’s reaching their audience in the right place, at the right time.

Understand content performance. Our bespoke analytics engine focuses on real audience engagement, ensuring brands are seeing the right metrics from which they can iterate and improve their marketing strategy.

Whilst the Cognitives platform includes all of the features brands need to run an effective content-driven marketing strategy, we have made sure our platform plays well with others — our API enables brands to seamlessly integrate the Cognitives platform with any other software they use.


What does the future look like for an organisation looking to work with Cognitives?

The most impactful change we see with brands using the Cognitives platform is the ability to easily scale their content strategy, once Cognitives has removed the ever-present struggle from their marketing operations.

Whether it’s building a decentralised marketing team around the globe, adding new brands, or launching a new content hub, these changes become easy to implement once all content is driven by the Cognitives platform. The ability for marketing teams to easily try new marketing channels, or launch a content-driven campaign in minutes gives brands the flexibility and speed they need to develop a strong and loyal audience.

In addition to the benefits provided by the platform, our clients have seen great success working closely with our services team, establishing effective content strategies and implementing production processes that enable them to produce high quality and engaging content at scale.


What are the latest trends and behaviours you predict will be surfacing on the market in 2018?

The biggest trend we predict for 2018 is the increase in content-centric marketing. Until recently ‘content marketing’ has been viewed as a singular marketing channel within the broader marketing mix, but big global brands like Virgin and Morgan Stanley are now putting content at the centre of all marketing activities, to the extent that they are now leading with content ahead of their traditional brand marketing.

With the average adult consuming up to 10 hours of content a day (with millennials it’s up to 18 hours a day) this content-centric approach, combined with multi-channel marketing, is becoming a necessity for brands to continue driving audience engagement and capture attention.

In effect, content has become the new brand marketing, and where brands once outsourced a majority of their content production through their agency, the increase in the importance of content in a brand’s marketing arsenal (and the ever-increasing opaqueness of the agency model) is seeing brands move content creation in-house or develop their own decentralised content production teams.

As brand safety is so critical in today’s digital landscape we expect this trend to increase in 2018, with brands implementing stricter guidelines on content creation — with a stronger focus on creating quality content crafted for a specific target audience and a consistent brand voice.

About the author
Tom Spencer is Co-Founder and Head of Services at Cognitives. Prior to founding Cognitives, Tom spent most of his career in the marketing industry involved in strategy, communications and digital media. Tom is fascinated by ideas, and enjoys applying intellectual rigour and creative thinking to brand, business and media challenges. He lectures at Monash University on Media Innovation and Entrepreneurial Journalism and lives in Melbourne with his young family.

About Cognitives
We believe ‘All marketing is content’ and exists to serve large enterprises realigning their marketing teams efforts to this new reality. Integrated marketing needs great content and great content management. It requires organisations to breach the silos in their business and have different teams working together to achieve a unified outcome and brand voice. It requires a brands content assets to be shared easily across teams, channels, markets and regions. It requires the ability for brands to distribute these assets to any channel, site or campaign.

The Big Questions to Answer if you are Serious about Transforming your Customer Experience

By Brad Meehan, Managing Director, Strativity Group

Many of Australia’s largest organisations are committed to delivering exceptional customer experiences. Getting nods at the executive table and having a strategic pillar named ‘Customer’ is not the hard part. The difficulty lies in moving from intent to impact. Unfortunately, most organisations fall at the first hurdle. Here are some key questions to ask (and answer) if you are serious about transforming your experience. How many of these can you answer?

· What is the likely value associated with improved experience delivery? Do we understand the relationship between the experience we deliver and the behavior of customers (that impacts revenue and profitability)? How does this relationship vary across businesses, products, segments, etc?

· If we determine there is significant value on offer through enhancing experience delivery, how do we best prioritise our efforts? Which experiences should we focus on? Which experience elements, if improved, would deliver the strongest ROI?

· How much of our focus should be on leadership, organisational aspects and culture versus front-end experience elements such as account management, digital tools, customer communication, etc? Likewise, when it comes to customer engagement, should we focus on memories and emotion or product and process improvement?

· Should our goal be to improve quality and consistency or is this about redesigning and innovating the experience (i.e. products, services and even business models)? Do we need to meet or exceed customer expectations? How does this vary across segments?

· What is holding us back today? There has been a focus to varying degrees on delivering great customer experiences for more than a decade. If we are still not achieving this, is there an underlying issue or belief set that is impeding success? How do we unpack this and integrate into our approach to increase the chances of success?

· How much effort should we apply to defining the aspirational experience across businesses, products, services, touchpoints etc? Should we focus on the optimal design and ensuring consistency or shape principles and empower people to execute?

· If we determine the optimal strategy, how do we activate and execute most effectively? Is it realistic for large and diverse businesses to consistently deliver exceptional experiences? Are we already doing this in pockets? How do we leverage existing efforts to drive improvement and change in a meaningful and sustainable way?

If you can answer all of these questions (or at least most) you are on your way to drive real change. If you can only answer one or two, then perhaps there is more work to do!

About the author
Brad Meehan has been the Managing Director at Strativity Group since November 2010. Over the last 15 years, Brad has developed expertise in the field of customer strategy and has been privileged to advise some of Australia’s leading organisations like CBA, AMP, NAB, BT, CUA, Australia Post, AGL, Optus, Virgin Australia, Pearson, Johnson & Johnson, Western Sydney University, Super Retail Group, Metro Trains, SEEK, Volvo, VW, Nissan, Canon, Equifax, Laminex and Nikon.

About Strativity Group
Strativity Group is a global customer experience management consulting firm. We take a strong, multi-disciplinary approach to customer experience strategy design and implementation. Through proprietary research tools, strategic analysis, business planning and customer experience innovation design, we help our clients operationalise profitable customer experience strategies. We measure our success by a single method: execution. At the core of our methodology is the goal to help our clients differentiate their value proposition by providing consistently excellent customer experiences. More details available at:

CXO Leaders Summit Australia 2017: An Overview

Last week the CXO Leaders Summit Australia took place in the Sofitel Sydney Wenworth Hotel.

The first day, Steven Marks, Founder/Managing Director at Guzman y Gomez Mexican Taqueria, kicked off with the opening keynote, in which he shared the story around how GYG built innovative processes, technology and a culture to match that shows it’s possible to prepare fresh nutritious food served at a fast food pace, without compromising on quality and successfully engaging with their customers.

Stephanie Myers, Vice President, Customer Experience at Prudential Assurance Company Singapore, moderated the expert panel discussion “Customer Experience and Engagement: How to Build a Customer-Centric Brand”. Panelists included Leanne Howard (Head of Customer Experience at LJ Hooker), Ivan Trajkovski (Head of Customer Experience at Catch Group) and Linnea Andersson (Director of Customer Experience and Brand at ANZ Wealth).

“Thriving in the Digital CX Revolution,” was presented by Merijn te Booij, Chief Marketing Officer at Genesys, company that delivers Digital CX across the entire customer journey lifecycle giving a 360 degree omnichannel view of your customers.

Next, Brad Meehan, Managing Director at Strativity Group, presented the workshop “Moving beyond journey maps and voice of customer programs to deliver significant change and create real value.”

Greg Joy, VP AU/NZ at Lithium Technologies, shared how some of Australia’s iconic brands have transformed their brand into the engagement economy and are staying ahead of the competition. 

The question around which Karen Ganschow’s developed her presentation was “Customer Life Cycle vs Product Life Cycle which should trump?” Karen is GM Marketing at National Australia Bank.

Another question, “How the ‘on demand’ culture is disrupting online video advertising?” was answered by Phil Townend, Chief Commercial Officer at Unruly, during his workshop at the Summit.

Fiona Glendinning, CXO at MinterEllison, stated during her presentation: “Treat your people like your customers and your customers like your people,” and she explained how to design work practices so that everyone benefits.

Oisin Lunny, Chief Evangelist at OpenMarket, discussed real world examples of Empathetic CX design, and why it matters. Some of the topics included how modern consumers have zero tolerance for a bad CX and why AI and chatbots can uniquely deliver Empathetic Interactions at scale.

“Consumers today want to be seen as a segment of one,” explains Jo Kelly, Chief Marketing Officer at UBank, during her keynote “How RoboChat, Australia’s first virtual agent for home loan applications, is helping customers navigate the home loan journey”.

“How to deliver a great customer experience in an omni-channel environment,” was the roundtable discussion presented by Andrew Fogarty, Account Executive at Zendesk. He explored the latest tech trends that are having an impact on customer experience in an omni-channel environment, and how businesses can best tap into these trends to reap the rewards.

Michael Laps, Co-Founder at Yoghurt Digital, discussed how to know when to build a new website from scratch and when to upgrade what you have. Real-life case studies from clients who’ve gone through this process were demonstrated.

Marketers face a challenge when it comes to measuring mobile and its impact on their marketing strategy. “Crawl, Walk, Run with Cross Device Marketing”, was a roundtable discussion presented by Matthew Joyce, Country Manager at DataXu.

The second and final day of the Summit, was opened by a keynote by Stephanie Myers, Vice President, Customer Experience at Prudential Assurance Company Singapore, where she explained the process of “turning data into insights into action.”

“Customers have never been more empowered,” stated Andrew Thornton, Chairman at Australian Marketing Institute, as he moderated an expert panel about the Future of CX. Panelists included David Wareing (Digital Engagement and CRM at Gravitas Consulting), Sarah Dunning (Director at 4sight Business Consulting) and Matt Prowse (Director of Customer Understanding at iag).

Kate Moonen, Head of Customer Marketing at HCF Australia, explained how to use your customers as an anchor for cultural change, and how to use cultural change as a vehicle to develop and embed CX principles.

“Winning over the Skipping Generation” was the panel discussion moderated by Scott Maxworthy, Head of Digital at Cronulla Sharks Rugby League Football Club. Panelists included:  Alice Manners (Chief of Digital Marketing & Product at Cash Converters), Simon Cahill (Head of Digital at Warner Music) and Chris Dodson (Head of Marketing at Youtube, Google).

For the closing keynote of the Summit, Jason Juma-Ross, Facebook‘s APAC Head of Tech Industry Strategy, talked about new developments in Facebook Messenger, from the platform to bots and AI, and then showcased examples of best practice from companies using Messenger to connect.

CEO of Australia’s fastest growing fast food chain to open up this years 3rd annual CXO Leaders Australia Summit in Sydney.

The CXO Leaders Australia team are excited to welcome on board Mr Steven Marks, Founder and CEO, Guzman Y Gomez at this year’s 3rd annual CXO Leaders Australia Summit taking place on the 9th –10th August at the Sofitel Wentworth Hotel, Sydney.



Steven grew up in NYC where he graduated from the University of Pennsylvania with a Bachelor of Arts in International Relations and Economics. He worked 10 years in finance (SAC Capital, Cheyne Capital) in the US and London.

In 2002 Steven relocated to Sydney where he launched and sold several successful businesses. In 2006 he launched his first Guzman Y Gomez store and is now committed into taking the Guzman y Gomez experience to the world and redefining fast food along the way.

Steven who started the Mexican fast food chain Guzman y Gomez in Newtown, Sydney 10 years ago after a career as a New York hedge fund manager. Today, Guzman y Gomez has 94 stores in three countries, turning over around $200 million a year. This year, he is planning to ramp up Guzman y Gomez’s global presence and is determined to re-invent fast food by ensuring fast food doesn’t mean bad food.

Steven will share the story around how GYG built innovative processes, technology and a culture to match that shows it’s possible to prepare fresh nutritious food served at a fast food pace, without compromising on quality and successfully engaging with their customers. “Disrupting a saturated industry”

“We are extremely excited that Steven has agreed to run the opening keynote presentation at this years event which will be to an audience of 200 + strong Marketing, Customer Experience and digital leaders at this years platform. What Steven has managed to do with his business in such a short period of time while creating a unique experience for his customers is what the audience are really looking forward to” said Tyron McGurgan CEO, Media Corp International


About the CXO Leaders Australia Summit:

The 3rd annual CXO Leaders Australia Summit will bring together over 200 of the countries leading Marketing, Customer Experience and Digital leaders over two days to benchmark on their experience and challenges that currently face their businesses.

Over the two days the program is broken down into keynote presentations, workshops, roundtables, panel discussions and 1-1 business meetings where these are headed up by both local and international presenters. Throughout the 2 days there are multiple networking opportunities for all attendees to take part in along with the annual CXO Leaders Awards evening taking place on the 9th August.

Interview with Chris Randall, Chief Customer Officer at ResponseTek

Who are ResponseTek and what is their position in the Australia market landscape?

ResponseTek has been delivering Enterprise Customer Experience programs in Australia since 2012. We are a global leader in Enterprise CEM software connecting over 720 million customers to the brands that service them. We have five offices spanning four continents, and programs operating in over 60 countries. ResponseTek stays true to helping clients listen to their customers, learn from the feedback they collect, and ultimately act to respond to that feedback.

With 17 years of experience in the CEM space, ResponseTek has since seen significant growth and success in the APAC market and has established a partnership with the world’s largest Market Research firm, Nielsen. The partnership was initiated in Singapore due to the strength of Nielsen’s CX practice in the region. Since initiating the partnership, ResponseTek and Nielsen are bringing a robust offering to the global Customer Experience landscape, one powered by the ResponseTek’s Listening Platform and Nielsen’s wealth of service expertise.

What messaging is ResponseTek looking to promote throughout Australia at the moment?

Happy Employees deliver happy customers. Happy customers create positive brand momentum. The Customer Experience landscape is maturing and organizations are realizing the impact of bringing their brand and relationship research together with their employee engagement and voice of customer programs. ResponseTek and Nielsen have built a CEM Roadmap that helps organizations design a clear path to fast results by successfully integrating these core programs.

What does ResponseTek see as some of the key challenges facing senior marketing and customer experience executives within their space?

The challenges do vary based on the organization and their culture. Getting the business to truly care about the Voice of the Customer (and employee) enough to act on it can be a significant challenge for many organizations. Saying you want to improve satisfaction, loyalty and advocacy is one thing. Actually putting in place the strategy, processes, support, training, communications, compensation, etc. required to enable fast change is an altogether more challenging commitment to obtain. For those that have achieved this, the results easily follow. For those uncertain, we recommend a small step in this direction, as even the simplest of customer driven actions or initiatives as they can yield large enough benefits to justify the next few steps.

What differentiates the current suite of ResponseTek services from other providers?

Our expertise and approach. ResponseTek is a boutique group of CX professionals. It is all we do. It is all we have ever done. For 17 years, we have done nothing but deliver enterprise wide Customer Experience programs, and our CEM Blueprint and strategic partnerships are aimed at building a journey to rapid improvement that is easily within reach.

ResponseTek also is a leader in mobile surveying, having been a leader in the telecom space for almost a decade. Our understanding of the current consumer behavior around device usage and likelihood to reply will always ensure your survey response rates are the highest they possibly can be.

What does the future look like for an organization looking to work with ResponseTek?

Our CEM Blueprint has proven to change the culture in an organization towards one that is more customer-centric. The Blueprint doesn’t just focus on software, but how the organization can change to one that truly cares about the employees, the customers and the brand. ResponseTek is so confident in our approach and its ability to drive results, we even guarantee them.


About Chris Randall
Chris Randall is responsible for the Customer Experience Vision and Thought Leadership at ResponseTek. He has personally led and consulted on best practice Customer Experience Programs spanning 5 continents across numerous industries. Chris is the architect of ResponseTek’s Customer Experience Blueprint© and an active speaker on Customer Experience. An instrumental influence in the company since 2001, he’s developed its business planning, marketing, sales and service model.


About ResponseTek
Recognized as a 2014 Top Small & Medium Employer in Canada, ResponseTek is the leader in enterprise customer experience management software solutions. World market leaders in finance, telecommunications and retail – including 14 of the world’s top telcos, and Bloomberg’s top ranked bank – trust ResponseTek to drive millions of customer interactions every week. The ResponseTek Listening Platform™ eliminates silos of information by integrating customer experience data and reporting throughout the entire organization to improve customer satisfaction. Founded in 1999, ResponseTek is headquartered in Vancouver, Canada and operates in over 30 countries throughout North America, Europe and Asia.


Meet the team onsite

Interview with Rodney Moynihan, Director of Sales ANZ for Zendesk

Who are Zendesk and what do they do?

Zendesk builds software for better customer relationships. It empowers organisations to improve customer engagement and better understand their customers. More than 100,000 customers in over 150 countries and territories use Zendesk products. Zendesk is designed for companies that want to create customer relationships that are more meaningful, personal, and productive.

What are the key discussion points in Zendesk’s roundtable session at the Summit?

Roundtable theme: How to deliver a great customer experience in an omni-channel environment.

With the rise of digital disruption and eroding customer loyalty, organisations are under more pressure to deliver frictionless customer experiences. Most businesses understand that improvements in customer experience have a direct effect on the bottom line and are key to business success. But making that happen is sometimes easier said than done.

In this discussion, we will explore the latest tech trends that are having an impact on customer experience in an omni-channel environment – and how businesses can best tap into these trends to reap the rewards.

The roundtable discussion will explore:

  • The Top CX trends impacting organisations and customer loyalty
  • How to build trust and create lasting connections with your customers with omnichannel customer engagement
  • The impact of CX Technologies including A.I and Chat Bots
  • Which companies are really providing a great customer experience and why.

What are some of the CX trends we can expect to see?

Growth in Self-ServiceForrester research shows that three out of four customers prefer self-service support to find their own answers. Thanks to machine learning and AI its easier than ever. The more that can be automated, the more power the customer has, which puts less pressure on customer service agents. Customers use self-service because they want quick answers to their questions. They want to be self-sufficient, they want a simple solution and they want it any time of the day or night. And most importantly – they want to get back what they were doing before their issue arose.

Mobile led cross-channel interaction – According to a recent Adobe report, 92 percent of respondents said the smartphone was their primary device. Smartphones have also overtaken computers as the preferred e-commerce source. Customers want to engage with customer service agents across many channels, including phone, email, chat, and web self-service, as well as social channels like peer-to-peer discussion forums, Facebook, and Twitter – all from their phones.

Customers also want to be able to start an interaction in one communication channel and continue it in another, without having to restart the conversation. A mobile-led, cross-channel integration is difficult to achieve and takes a solid architectural approach.

The importance of AI, machine learning and big data – Machine learning technology now has the power to amplify and extend the reach of data analytics to help solve customer service issues much more efficiently. Forward thinking businesses should be looking for ways to tap into the power of machine learning algorithms to provide customer service in the fastest, most convenient way possible.

Worker capabilities can be amplified by the information provided through machine learning, by arming customer service agents with a wealth of curated information at their fingertips.

Companies also have a wealth of customer data at their disposal but finally analytics tools are available that make it easy to mine that data and provide incredibly valuable insights. Combined with other data sources, the ability to effectively assess the ‘big picture’ means more informed decision making, faster response times, and overall better service.

How can Zendesk help organisations wanting to improve their customer experience?

Every business is grappling with CX in the face of the ‘expectation economy’. If businesses want to succeed online they need a holistic, data-driven omnichannel strategy that involves the whole company.

Most companies today provide some form of omnichannel experience, but they stumble in the execution. Companies with strong omnichannel customer engagement retain, on average, 90 percent of their customers, compared to 33 percent for companies with weak omnichannel customer engagement.

Zendesk’s family of products allow businesses to be more reliable, flexible, and scalable. They help improve communication and make sense of massive amounts of data. Above all, they work together to help turn interactions into lasting relationships that are more meaningful, personal and productive.

Zendesk makes life simple for customer service agents by streamlining all communication – with Zendesk Support they can have all their customer information in one single location, so that all communication is efficient, relevant, and personal.

Zendesk recently launched Zendesk Guide which uses AI and machine learning to enable customer service agents to resolve inquiries with contextual insights – while also allowing customers to get the most relevant answers and information automatically for a fast self-service experience.

Zendesk Chat is also another tool that helps to build meaningful relationships – by allowing customers to talk to agents in real time, creating a personal connection with customers looking for support. It’s a fast and productive way to offer help, without interrupting their browsing flow.


About Rodney Moynihan
My focus is delivering sustainable high performance teams/communities, with a specific focus on the development and implementation of strategies that ensure consistent and predictive revenue and customer outcomes. Over the 18+ years I have delivered results in the complex and competitive IT landscape of business application/ERP/Cloud/Outsourcing transformation market place, executing through both direct and indirect (partner) channels.

As a regional IT Sales leader/professional, my successes has been build on strong market/industry knowledge, and a focus on leading organisational transformation/change which enables teams to be innovative, inspired and focused on delivering results for our customers and the organizations we represent.

About Zendesk
Zendesk was started in a Copenhagen loft by three friends who used an old kitchen door as a desk. They wanted to bring a bit of zen to the chaotic world of customer support. And they wanted to do it with software that was nice to look at and easy to use.

Since then, the company has grown. The software is now built all over the world, by a growing group of talented, charming people. The offices are bigger and we have real desks, but we’ve held on to the spirit with which we began: be genuine, listen to customers, and keep it beautifully simple.

Zendesk is software for better customer service. Businesses interact with customers every day across multiple channels like email, phone, live chat, and social media. Zendesk improves this customer experience by bringing all these interactions together in one beautifully simple platform, enabling you to respond faster to support tickets, improve satisfaction, and ultimately create a more meaningful, personal and productive relationship with your customers.

Interview with James Sampson, VP & General Manager, DataXu


What new product offering or messaging is DataXu looking to promote throughout Australia at the moment?
As device fragmentation increases, so has the industry’s adoption of cross-device technology. The proliferation of devices has made it harder – in fact, near impossible – for consumers to opt out across devices. DataXu’s OneView Technology allows brands to see and address the consumer rather than the device. A successful cross-device strategy should not be dictated by which data provider a brand uses, but rather by what’s most important to the brand’s overall cross-device approach. This can be considered in two key buckets: increasing scale versus ensuring accuracy, OneView aims at bringing together multiple data sources to offer several different cross-device settings, each tailored to maximize these marketing goals.


Supplementing OneView, DataXu’s comprehensive mobile performance suite brings together powerful machine learning and cross-device technologies as well as dozens of high quality mobile data provider and SDK integrations to allow advertisers to amplify first-party data across devices, drive higher quality app installs and engage both current and potential users at scale in a brand-safe and transparent way. Mobile Optimizer for Advertisers enables advertisers to drive and track new mobile conversions with unprecedented certainty and efficiency.


What differentiates the current suite of DataXu products from other organisations in the marketplace?
OneView is the only cross-device solution that blends multiple third-party data sources and provides choice and control for targeting. Rather than restricting an advertiser to a specific data provider, DataXu leverages a blend of third-party and in-house data to provide a choice of targeting settings that toggle between scale and accuracy. By creating a “graph-of-graphs, OneView enables more scale, coverage, and flexibility than any other solution available in market. It puts consumers and brands in control with optionality and brand safety at the forefront.


DataXu is 100% compliant with industry self-regulation to provide consumers with notice and choice to opt-out of behavioral advertising. Cross-device strategy addresses all geographical and industry privacy concerns to ensure consumers do not feel violated in any way. We are also committed to purchasing the highest quality inventory sources and formats on behalf of our customers, while continuing to lead the charge on transparency in digital media planning. We work on pre-bid and post-bid basis with specialized technology partners to detect questionable, low quality, unviewable or fraudulent inventory and eliminate it as necessary. Additionally, DataXu is constantly working to prune the supply chain to improve quality, brand safety, and viewability.


What does the future look like for an organisation looking to work with DataXu?
DataXu was founded on the premise that data science could help make marketing better. Not just more efficient for agencies or more profitable for brands, but also more personalized and engaging for consumers. In 2017, DataXu remains an open next-generation data science and marketing analytics platform that enables marketers to better understand and engage consumers in a programmatic world.


What do DataXu see as some of the key challenges facing senior Marketing executives within their space?
There was a time when the only “smart” attribute of a phone was the IQ of its user. In 2016, more than two decades later, 80% of internet users worldwide own and use a smartphone in addition to a desktop computer. Consumer gravitation towards multiple devices has led to tremendous fragmentation in consumer attention. It is harder than ever for brands to find and connect with engaged audiences. Cross-device tracking has quickly become the “Holy Grail” of digital advertising. At stake is the marketer’s ability to recognize the same consumer wherever he or she chooses to interact with a brand—whether that interaction occurs on a laptop, tablet, smartphone or connected TV. The ability to accurately target and track consumers across devices (“cross-device”) has become the key challenge for Marketing Executives to make-or-break marketing competency.


How do you see your position in the industry changing over the next 3-5 years?
History has shown that industry consolidation is a natural process and systematic market forces make it often possible to predict its evolution. The coming years are going to see some ad tech players disappear and others absorbed by consultancies or IT/mar-tech powerhouses. This consolidation is a necessary step of the industry life cycle. On the positive side, the reduction in vendors should help customers interested in ad-tech solutions to be less overwhelmed by an astoundingly vast and unorganized market offering. Our position is going to be focused on consolidating our solution and drive synergy between providers to best support the customers, work with all partners in the space to provide a seamless integrated solution addressing customer needs.


About James Sampson
Establishing DataXu’s regional HQ in Singapore, James is leading DataXu’s expansion efforts in the Asia-Pacific region, making it possible for multi-national brands to launch programmatic campaigns with deep understanding of their consumers on a truly global scale.


About DataXu
Founded out of MIT, DataXu’s Programmatic Marketing software enables marketers to better understand and engage customers across all available media formats, devices, channels, and buying modes. Powered by its patented Active Analytics® technology, DataXu’s #1 rated platform leverages big data science and analytics to drive better ROI. With fifteen offices in eleven countries, DataXu’s petabyte scale marketing cloud is powering the digital transformation of the world’s most valuable brands.

Closing the CXO Leaders Summit, Jason Juma-Ross on Eventually, Everything Connects

Screen Shot 2016-08-04 at 3.43.59 PM

Closing the CXO Leaders Summit Australia, is Jason Juma-Ross, Head of Technology and Communications for Facebook. Jason engaged the audience with discussing – ‘Eventually, Everything Connects’. Jason started the conversation by in the stating that the early years of the century have seen an unprecedented shift in the volume and quality of human connections. He explored this dynamic and recent influence on mobile communications and content. Jason drew out some implications for media, communications and creative industries before outlining where he thinks the trend will take us next.

Jason is Facebook’s ANZ’s Head of Technology, Entertainment & Comms. He focuses on commercialization of Facebook’s family of apps & services. He has deep, hands on experience in digital and mobile gained over 20 years work in the industry within enterprise, start-up and public sector organizations. Jason’s work has taken him to North America, Europe and the Asia-Pacific region where he focuses on the technology, media, and communications, sectors. His has worked closely with leading consumer technology, telcos, media, entertainment, music, and gaming companies. His core specialisation is digital growth and innovation, and he has a particular interest in analytics and machine intelligence. A passionate entrepreneur and innovator, Jason has been involved in the development of start-ups, mergers & acquisitions, and built several new businesses.

Panel Discussion speaks on Challenges around creating an omni-channel experience for a retail business

Screen Shot 2016-08-04 at 3.32.30 PM

The 2nd Annual CXO Leaders Summit hosts a Keynote Panel discussion on ‘Challenges around creating an omni-channel experience for a retail business’. Dominique Lamb, Director, Legal Division for the National Retail Association moderated this Keynote Panel Discussion. Dominique has an extensive experience providing industrial relations and employment law advice to a range of small, medium and large businesses across a range of industries. Dominique brings a level passion and motivation to her role which is hard to find. In 2011, she was awarded the Australian Institute of Management’s Young Gun of the Year Award. In her downtime, Dominique is a strong advocate for the Women’s Legal Service Queensland, as well as being involved in associated fundraisers.

The Panel was joined by Peter Ratcliffe, Head of Digital for the Retail Apparel Group. An accomplished IT & Digital senior executive with experience across a variety of industry sectors. I have spent the last 2 years in a pivotal role in heading up the Digital area for The Retail Apparel Group, home to the well known menswear brands – Tarocash, yd, Johnny Bigg and Connor. Leading a team of dedicated professionals, we successfully launched 4 menswear sites for the brands, all of which are achieving results beyond expectations. During this time, I also drove the Database Acquisition and CRM and Omni Channel strategy across all four brands.

Also joining the panel was Christian McGilloway, Head of Digital for Retail Zoo also was a panellist. A strategic, multidisciplinary developer with an eye for innovation Christian heads up the fastest growing department at Retail Zoo, responsible for all brands presence on the digital landscape. A digital native with over 14 years’ experience in the UK & US, having worked on variety of projects for clients including BBC, MTV, Barclays Bank and AAA Game developers.

Chaminda Ranasinghe, Head of Digital Sales and Marketing for ANZ was the final panellist. Chaminda is an accomplished eCommerce leader and strategic Digital Marketer with post-graduate qualifications and extensive experience in the financial services, automotive, computing, retail and consumer sectors. Having worked for a number of blue chip companies both in Australia and abroad, Chaminda has diverse experience at transforming organisations into innovative, profitable and market leading digital businesses across the globe. In his current position with ANZ, Chaminda is responsible for driving significant sales growth of ANZ products through the digital channel, leading the Digital marketing function and development of digital strategies including content strategy, effective SEO, SEM and Social media

Making Brands Clickable, Steven Sos from Shazam

Screen Shot 2016-08-04 at 2.25.08 PM

The 2nd Annual CXO Leaders Summit strives for innovation and provides attendees with reliable and thought-provoking presentations. We were proud to welcome Steven Sos, VP APJ from Shazam to speak on ‘Making Brands Clickable’. Steven spoke on how Shazam is making brand clickable and what are some of the best explain globally of marketers and brands using Shazam’s proprietary technology to do exactly that. Marketers all over the world continue to grapple with how to best link physical to digital in a world where the latter is becoming an increasingly  critical aspect of customer engagement and retention.

Steven is responsible for all commercial aspects of Shazam’s APAC operation. Drawing on over 20 years of experience in media sales across mobile, television, online, magazines and newspapers, Sos is responsible for the growth and expansion of the businesses core sales proposition, leveraging mobile technology to extend engagement from a brand’s traditional consumer touch points.

Prior to joining Shazam, Steven was with Mobile Embrace, one of Australia’s leading integrated mobile and digital communications companies as their Head of Sales. There, he helped build the Mobile Embrace brand from inception and drove sales revenue and solutions across three core competencies, including mobile advertising.

He also spent 12 years with Multi Channel Network, where he was responsible for maximising advertising revenue across 50 national STV channels and a multitude of channel and independent websites. During his tenure he was an early advocate and sales pioneer of their then fledgling digital interactive services offering.

Steven began his career in media sales working at News Corporation on The Australian Newspaper before moving to Fairfax Media to work on their stable of business magazines.


Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed a leo quis purus feugiat facilisis. Interdum et malesuada fames ac ante ipsum primis in faucibus. Aliquam quis elit tristique, efficitur enim viverra, consequat odio. Duis porta ipsum ut magna dignissim vestibulum. Ut finibus augue nec mi maximus, nec laoreet arcu sagittis. Fusce pellentesque ipsum non lobortis bibendum. Sed consectetur dolor et ligula venenatis facilisis.


Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed a leo quis purus feugiat facilisis. Interdum et malesuada fames ac ante ipsum primis in faucibus. Aliquam quis elit tristique, efficitur enim viverra, consequat odio. Duis porta ipsum ut magna dignissim vestibulum. Ut finibus augue nec mi maximus, nec laoreet arcu sagittis. Fusce pellentesque ipsum non lobortis bibendum. Sed consectetur dolor et ligula venenatis facilisis.

Top of Page