Inside AKQA’s Data Play
Being rich in data is one thing, but having the correct systems and people in place is crucial for businesses looking to succeed in the data-driven economy.
As it stands today, many businesses are hindering their marketing performance with legacy systems, siloed data, and an emphasis on operational data.
That’s according to experience design agency AKQA, which recently snared 16 Cannes Lions Awards, including six from AKQA Melbourne.
Behind the agency’s best-ever performance at Cannes has been a series of strategic and concerted data investments, including partnerships with Microsoft and Google.
Speaking to B&T, AKQA AUNZ’s executive technology director Eric Orton [pictured right] and newly appointed data & insights director Rodney Greenfield [pictured left] shared some insight into how they are using data to help their clients and some of the common pitfalls that are holding businesses back.
Measure the right things
When it comes to how data is actually being used, some businesses are finding themselves caught up with “vanity metrics” and limiting systems.
“Typically, a lot of systems will have Google Analytics, they will have different ways to track basic interactions, but when it comes to a customer’s intent and actually extrapolating and connecting that with the business strategy – that’s where we find some of our businesses falling down and needing our help to connect those things together,” said Greenfield.
“It’s more important to ensure customer engagement is connected by an informed measurement framework that’s linked to desired business objectives and outcomes.
So what is the difference between these ‘vanity metrics’ and genuine data relating to customer intent?
“Often people have a very basic analysis of page views, unique impressions, etc, but they don’t understand the customer, what they were after and how engaged they were,” Greenfield continued.
An emphasis on customer satisfaction scores has also contributed to the prevalence of vanity metrics, Greenfield added.
For AKQA and its clients, the focus is now on finding data that can help businesses create engagements with customers that are “relevant, personalised and meaningful”.
Siloed systems are also an issue, according to Orton, as are data systems that fail to look at customer engagement.
He explained that AKQA is working with its clients to help connect this data where internal teams might be unable to do so.
“We think – because we’ve got a fairly cross-functional set of teams, we’re bringing data specialism and connecting to our specialisations already in marketing technology, ad tech and customer engagement systems – we can really make sure that we can create that single view of customer,” Orton said.
One of these clients is Kiwi dairy company Fonterra.
Fonterra digital marketing manager Richard Nash said AKQA has helped the business supercharge its data strategy.
“AKQA has been pivotal in allowing us to better understand our current state data, analytics and insights across the NZMP business unit of Fonterra.
“Their in-depth knowledge, variety of experience and high-level output has put us in the best position to help drive our journey into Digital Intelligence for the future.
Getting the data right
When businesses talk about the data they possess, the emphasis is often on operational data – data that relates to day-to-day activities at the company.
For Orton, these businesses will not be able to successfully use data to learn about their customers.
“They’re strong in operational business data, but quite weak with the volume of data that comes from marketing technology and ad technology systems, which you need to understand the customer and understand what you should be doing within that,” he said.
AKQA is working to address this gap, by helping clients understand their customers, collect first-party data and build the right infrastructure underneath this data, Orton explained.
“We’re working from our space by being able to bring that high volume of customer data in, create the right strategy for businesses, help them build the right infrastructure and teams around supporting that. [This can] help them move forward,” he said.
Making customer experience and data work
The emphasis on operational/organisational data is even visible when you look at the data science teams, added Greenfield.
“A lot of our clients have very strong data teams, but they’re typically data scientists that are generally focused on organisational data,” he said.
“So when it comes to transactions and financial performance, they’re all over it. But when it comes to customer engagement and what it means – around digital assets, website performance and other things that relate to customer experience – they don’t have the skills.”
When it comes to using data to enhance customer experience, looking to find what data is missing is often more important than looking at the data that is already there, said Greenfield.
“What’s been the common pattern for a lot of businesses is to look at the data that they have and to essentially work from that,” he said.
“What we look to do is flip that on its head and to look more from a strategy perspective.
“We’re looking at; what data do you need to be able to drive that outcome, what data do you have, but also more importantly, what data is missing? What data do we need to capture to inform those moments, and how do we prepare and coordinate and collate a dataset that’s useful in that channel and also enable that across multiple channels.”
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.