TRACK Melbourne (formerly known as RAPP) has announced the appointment of two key recruits to their growing suite of “customer experience experts”.

TRACK launched in Australia earlier this year and is a customer-growth agency using data insight to enrich customer relationships.

Laura Hague (pictured right) has been appointed as senior insights manager. Hague is a senior analytics professional with 15 years experience in Australia and the UK with clients including Accenture, Coles, Tesco, Open Universities Australia and the London 2012 Olympic Games.

Lisa Song (left), with a decade of experience in the customer relationship space, has been appointed to the role of customer relationship planner.

TRACK Melbourne managing director, Tess Doughty, said, “Laura and Lisa are key players in providing customer insights so that better customer connections can be made. The specialist experience that both Laura and Lisa bring will be incredibly valuable to our clients.”

Hague said, “We’re in an era of information overload, for marketers and customers alike. It’s our job to make sense of the mountains of transactional data that’s now available and use it to converse with our customers in a relevant and personalised way.

“Developing a deep understanding of customer behaviours and how they interact with a brand, and using this to predict future behaviours, is no longer a nice-to-have for organisations.”

Hague is excited to be involved in an initiative aimed at women in analytical roles. Women in Data, founded by Precision Sourcing, is a diversity focused platform where women are in the majority, giving them the opportunity to network with like-minded colleagues in data centric roles.

Hague added, “This is a much needed platform since it’s estimated that women represent only 24% of the current analytics talent pool in Australia. With hugely successful networking events already up and running in Sydney, Melbourne will host its first event early next year.”

Song said, “I always want to get up close and personal to find out what truly matters to people in this crazy world of clutter and complexity. The customer needs to be at the heart of strategy. I’m obsessed with understanding those critical moments when customers genuinely engage with client businesses and their offerings in the path to purchase and re-purchase.

“It’s a privilege to be invited to communicate with customers who opt-in for email communication for example and it’s a privilege that shouldn’t be abused with random and self-serving content.