Brands Should Run Before They Walk: Teradata GM

Brands Should Run Before They Walk: Teradata GM
SHARE
THIS



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).

Please login with linkedin to comment

Advertising Standards Bureau customer acquisition The Beef Oracle

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]