When brands are trying a new bit of tech for the first time they should just plough ahead and get on with it, not dilly-dally around um-ing and ah-ing, according to Alec Gardner, general manager of data warehousing company Teradata.
As toddlers, Gardner said his kids didn’t try to walk first, they ran. And it’s the same approach brands should take, he believes, however many don’t.
Quoting one of his senior female colleagues who first made the analogy, Gardner said it’s fitting for what he believes should happen with brands.
“Too many people stumble around wondering what technology they should be applying and pontificating on some of the distracting new technologies that are around,” he told B&T.
“Actually if you just grab something and get on with it you should be quite successful. A lot of organisations get themselves stuck on technology conversations.
“A lot of organisations think they need to walk before they run.”
While admitting it’s a bit cheesy, Gardner said he is a big fan of the acronym ‘GOWIN’ – Get On With It Now.
“And that’s what organisations should do. They should just get on with it.”
Acknowledging the huge amounts of data available for brands now, the latest research coming out of Teradata showed 18 per cent of organisations have a heap of insights, but aren’t actually doing anything with them.
“That’s still a remarkably high number, which was a surprise,” said Gardner. “For nearly 20 per cent of organisations to not be acting on their insights that they’re getting, is frustrating.”
There are various reasons for that however, he explained, such as operational and siloed data sets.
Siloed data – data that isn’t integrated or accessible across the whole company – is a big obstacle 41 per cent of the 152 senior IT and management decision-makers in the survey cited as an issue.
Other key findings from the study when it comes to the barriers for companies implementing data analytics properly, was getting buy-in from management – funding the data – and the ability to demonstrate how the data will provide a decent amount of return-on-investment (ROI).
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]