Domain CMO Rebecca Darley: Tealium’s CDP Allowed Us To Personalise At Scale
Domain’s chief marketing officer (CMO), Rebecca Darley, said that without Tealium’s customer data platform (CDP), her business would not have been able to achieve the personalised marketing success that has made it one of the leaders in data-driven marketing in Australia.
Speaking at an exclusive breakfast event hosted by B&T at Sydney’s swish harbourside restaurant, 12-Micron, Darley explained that Tealium’s CDP — recently named a leader in the first-ever Gartner Magic Quadrant for CDPs — has taken on a far greater role than simply being a marketing tool.
“This is not a marketing tool. This is a business tool,” she said.
“This touches so many parts of the business — product, data teams, tech teams, commercial teams.”
Domain has been on a transition and centring its operations around the needs of its disparate customer base. While most Australians will encounter Domain when looking for somewhere to call home, it has a sprawling and equally competitive business-to-business side to its operations. The company works with real estate agents, enterprises and the state and federal governments which require very different levels and types of engagement.
Darley explained that servicing the needs of these customers effectively would not have been possible without the far-reaching ability of Tealium’s CDP.
“It’s wonderful to have transitioned to a very customer-led model that really understands those customers’ needs, desires, wants and how we’re meeting them in those moments,” explained the former St George, Westpac and IKEA marketer.
Even within those three broad customer groups, Darley said that each has different subsects that operate across Domain’s platforms in wildly different ways.
“It’s everyone from those who are actively seeking to buy all the way through to the nosy neighbour, like myself, and even those wanting to engage in a bit of property porn — we all have a vision of an amazing property that we would love to live in one day,” she said, laughing.
Even Domain’s agent community is not homogeneous, with some 55,000 using the platform across support teams, real estate agents themselves, as well as principals and owners.
With a customer-facing app processing millions of interactions every week, Domain’s data pool is mammoth. Bringing all of this information together, identifying actionable insights and operationalising it, however, requires some seriously impressive technology.
Darley’s colleague, Ben Karpin, director of personalised marketing and marketing technology, was also on-stage with Tealium’s Vice President & General Manager APJ, Will Griffith, to explain how the company was able to turn its data from unactionable numbers on a screen to the defining factor in its operations.
“A CDP can’t be siloed within your business,” he explained.
“But we took it up a level and activated and had a consistent view of audiences everywhere. So the product team doesn’t have their own view of segmentation compared to the marketing, data or technology teams.”
Tealium’s CDP also stands businesses in good stead given the changing shape of the online world. The third-party cookie is finally deprecating (and for good, this time) and sweeping privacy changes around the world — not least in Australia — can make operating in the area challenging, to say the least. Fortunately, Tealium’s CDP is designed with international best practice baked in.
“Our CEO, Jason Pellegrino, recognised a number of the challenges that the business was facing — cookie depreciation, changes in privacy policy, all of those things are incredibly important. But at the heart of it are our customers,” said Darley.
Given the number of different data points that Domain pulls into its Tealium CDP, being fit for purpose on the data and privacy side was absolutely essential. Karpin explained quite how significant Tealium’s CDP is in driving decision-making within the business.
“From a customer side, we’re looking at things like the levels of engagement and communication, time spent with our products and how that changes as we’re able to become more personalised in what we’re showing to people. We also have a customer engagement score,” he said.
“We aggregate a lot of these measures and we’ve worked on ascertaining how important different actions are relative to each other and have agreement on that across the product, marketing and data teams. We use that as our North Star when looking at incremental impacts.”
What’s more, the ease of integrating Tealium’s CDP into a range of other platforms — and using those insights to drive marketing actions — has had a demonstrable impact on Domain’s bottom line. Karpin explained that Domain through its integrations with GAM and Facebook had seen a 29 per cent reduction in CPC and a 19 per cent reduction in CPMs as a result of plugging its first-party data to inform its off-platform targeting, via Tealium’s CDP.
“A great example is our Price Finder product. There are 60,000 agents in Australia who we target across LinkedIn advertising and we were never able to suppress people who already had our product before, which sounds crazy to advertise a product to someone who already has it. But that’s the thing we’ve been able to unlock with Tealium,” said Karpin.
By generating results like that and tying the disparate parts of the business together, Tealium’s CDP has become more than part of the furniture at Domain. It is the foundation upon which the business continues to build its success.
Please login with linkedin to comment
tealiumLatest News
Advertisers Wasting 42% Of Digital Ad Spend – Next&Co report
With the cost of living crisis biting I think we can all agree that waste is rarely a positive thing...
Introducing New Podcast ‘MID’: Holly Wainwright Rebrands The Mid-Life Experience For Australian Women
The joys of midlife are celebrated in this new podcast. And play it loud if the old eardrums are starting to creak.
TV Ratings (13/05/2024): The Summit Brings In The Eyeballs For Nine
The Summit does the business on its return for Nine. Meanwhile, press photo confirms the importance of headwear.
Snap’s ANZ Sales Boss Ellie Rogers Steps Down Amid Restructure
Ellie Rogers says family was a big part in her next career move. Not so B&T, who only comes to work to avoid ours.
Breast Cancer Foundation NZ’s Awareness Drive ‘The Signs Are Everywhere’ Is B&T’s Campaign Of The Month for April 2024
B&T's ad of the month is both a worthy cause & worthy winner. Even if KFC's Zinger box can feel slightly hard done by.
iSelect Launches New Brand Campaign ‘Save More’ Via Howatson+Company
If there's an agency that's "so hot right now" it's Howatson+Co. And, yes, B&T's unnecessarily bigged-up this new work.
In The Making Expands Into Melbourne
Brisbane PR agency unveils its Melbourne plans. Still adjusting from the pineapple print to the mandatory all black.
It’s Off The Crisper Sale! Introducing KFC’s New Original Crispy Burger Series
This article contains the location to obtain free KFC burgers. Why not send the workie for real world office experience.
Spotlight On Sponsors: Rugby Australia Sign First Dedicated Female Retailer
Don't know your Storms from your Wallaroos? At least you'll be sports sponsor aware with B&T's ongoing series.
Mars Agency Rebrands As Mars United Commerce
Tired of fielding prank calls about nougat & caramel, Mars Agency rebrands to the more long-winded Mars United Commerce.
Azerion Expands Platform With Interactive Video Products
Did your last inter-team marketing brainstorm see 'interactive video' come up more often than not? Read on quickly here.
Inside NGEN: Seven’s Rachael Everett On What We Can Learn From Sport
Were you the wheezy kid that always wagged PE at school? Even more reason not to avoid this lessons-in-sport piece.
Cairns Crocodiles The Work: Changing the World Campaign Presented By Pinterest
Casual dress & motley beards aside, did you join adland to try and change the world? Get tips from those who did here.
Nine And Magnite Strengthen Partnership To Boost 9Now
Nine calls in Magnite to sort out its BVOD programmatic ads. Not before having to switch the plugs from a Type C to a I.
Cricket Australia Appoints Special As Creative Agency For Men & Women’s International Series
Special wins Cricket Australia's creative. Here's hoping they don't get Thomas Keneally to do a poem of 'C'mon Aussie'.
‘Do I want Kids?’ – Laura Henshaw Asks Just That In Latest Podcast
Whether you have kids or not, just know that if you do, it's no lie that they poo, vomit & keep you awake all night.
R/GA Australia Appoints Marie Conley As Executive Strategy Director
Marie Conley returns from the UK after 12 years to take up new role at R/GA. Immediately flabbergasted by house prices.
Zenith Australia Hires Penny Shell As Strategy And Product Lead
Unfortunately B&T refrained from using "the Penny has dropped at Zenith" in this headline. We apologise in advance.
‘It Takes a Village’: New Industry Support Group For Working Parents Launches
Here's a top industry initiative to help adland families. Sadly, no tips on mummy using the F-word after losing a pitch.
Belinda Rowe Unpacks The Forces Of Discrimination That Lead To A Lack Of Diversity In Leadership Roles
With an enviable resume in tow, Belinda Rowe reveals why our boardrooms aren't as eclectic as they really should be.
Marketing From The Cockpit: How Creativity Transformed AB InBev From A Brand Buyer Into A Brand-Building Powerhouse
Do you find American beers watery, insipid & bland? This conference would have been the perfect platform to heckle at.
Cebu Pacific Launches Campaign To Showcase The Philippines As Major Destination For Aussies
In case you needed another reason to visit the Philippines.
Elon Musk’s X Corp Defeats eSafety In Federal Court
Is it just B&T or is Elon Musk slowly morphing into Darth Vader minus the chokehold?
TV Ratings (12/05/2024): Framer Brings Home The Bacon
Lovelorn famers continuing to do good TV numbers. As desperate roof tilers & abattoir employees say "what about us?"
Starcom Pips PHD & Kaimera To Win Gold At Nine’s Agency Games – Check Out All Of The Photos And Coverage Of The Event
Starcom proves the top agency at Nine's Agency Games. Thankfully, no one has asked for urine testing either.
Zitcha Solves In-store Retail Media Measurement With Game Changing Venvee Partnership
Does your in-store retail media measurement resemble a kitchen draw with the screwdrivers & plastic bags? Help is here.
Menulog Delivers More Beef Than Drake and Kendrick Combined, Via Thinkerbell
This "more beef" ad could have also used William & Harry, Oasis, and Bruce Lehrmann & just about everybody.
Komo Tech Announces Landmark Partnership With Fanatics Events To Revolutionise Live Event Experiences
This partnership promises to "revolutionise live event experiences". Hopefully it doesn't alert any sniffer dogs too.
SCA “Disappointed” After ARN and Anchorage Capital Withdraw Takeover Bid
ARN's bid for SCA trips up at the final hurdle. It's also unclear if other states will have to suffer Kyle Sandilands.
About Bloody Time – News.com.au Campaign Secures Win For Endometriosis Sufferers
News.com.au puts aside its passion for 'China set to invade' & overcharging Sydney cafe articles to do some real good.
Fast 10: B&T Talks Brand Rituals, Keeping It Fresh And DE&I With Affinity Media’s Angela Smith
B&T's probing Fast 10 is so quick it's liable for double demerit points on public holidays.
FriendlyJordies Journalist Calls The Police After Allegedly Being Informed Of Gangland Threats By ABC Reporter
What's better than a Walkley Award for journalism? Getting a hit put out on you by a Sydney underworld drug gang.
Two Iconic Brands Seal The Deal With Exclusive Strategic Partnership
Wonderfully, a horse turned up for this press photo. Better again, everyone went home with some manure for their roses.
JCDecaux Wins Tender To Retain Sydney Airport
Shopping at airports has always been a paradox. On one hand there's the duty-free, on the other there's $24 schooners.
QMS Adds Hills Shire To Sydney Network
Forget the hills being alive with the sound of music, as Sydney's Hills district comes alive with new outdoor.
Taboola Targets Large Advertisers With Taboola Select
Taboola unveils its new Taboola Select offering. It's a lot like diet vanilla Coke without any aspartame risks.