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For the longest of time, marketing and analytics have not been friends. Analytics was left brain, Marketing was right. It’s just the way things were.
That has changed, and in a way that most are probably not aware of. Sure, marketing is still about getting your message out there and influencing people to respond in a way that suits your objectives, but the science behind what informs the decision making is a lot more detailed than what you may think.
Please join me for a look through the marketing journey (beginning with the identification of segmentation based insights) right through to execution and what drivers/data points modern organisations look to when it comes to deciding where the next multi-million dollar investment is.
Cynical? I was. Four years of working in marketing changed that. Join me for an engaging dive that I promise will go well beyond the world of Mad Men.
About the speaker:
Shane Walker has worked in finance for over 10 years. Shane made the unusual (at least in Australia) transition from the policy and risk sector in to marketing over four years ago, and has since focused on bringing business insights to the table that influence advertising decisions on a regular basis.
Shane has had a diverse range of roles over this period, which has seen him develop a unique perspective of the customer, and one which has consistently delivered strong results for Westpac (Westpac business recently achieved the best NPS result for any of the Big 4 Banks since the measurement came in to use). Shane has a particular focus on bringing the best of ‘old world’ thinking in to the digital age. More broadly, to connect what businesses need with the best of Westpac capabilities.
Shane has been involved in several significant mentoring programs, with the latest being an involvement in the Crunch - an incubator program designed to help start-up businesses with a social good at the heart of their model to get off the ground.