ADMA Forum 2010 is an unmissable event for any ambitious marketer looking to stay ahead of the competition and better their marketing performance. It's where Australia’s best multi-channel marketers gather, learn and network.

1. {Day TWO Conference Programme} Wednesday 28 July
{KEYNOTE}
SPONSORED BY {DRIVING INNOVATION THROUGH INSIGHTS AND STRATEGY}
Parkside Ballroom B, Level 1
{Keynote Chair}
Regan Yan
Managing Director, DIGITAL ALCHEMY
Regan founded Digital Alchemy in 2003, as Australia’s first dedicated Database
Marketing Service Provider. Under his leadership, Digital Alchemy has grown to become
Australia’s largest provider of outsourced database marketing solutions, and is the largest
Unica implementer in Asia Pacific.
Prior to this, Regan was CEO of Persona Asia; an infomediary aimed at delivering
permission based marketing solutions to online clients. Earlier in his career, Regan
was the Managing Director of Multinet, a leading company in data mining and
sophisticated database marketing. Prior to joining Multinet, Regan was responsible for
Customer Analytics, customer profitability system as well as introduction of analytical
marketing at Westpac.
Regan is a recognised subject matter expert in the area of Analytical Database Marketing and Customer
Relationship Marketing, speaking regularly at Australian and international events.
TIME SESSION
8.45 am Let’s Get Social: Business Justification of Social Media
Olivier Blanchard, Principal and Senior Strategist, THE BRAND BUILDER
9.25 am Engaging a Mass Audience through Innovation Insights and Strategy
Meaghan K. Burdick, Direct Marketing Director, OBAMA FOR AMERICA
10.05 am Leveraging Customer Attention through Customer Response Behaviour
Aaron Tellier, Director – CRM Strategy, MERRILL LYNCH
Follow the Twitter backchannel #admaf
85

2. {SPEAKER PROFILE}
{NOTES}
LET’S GET SOCIAL: BUSINESS JUSTIFICATION
OF SOCIAL MEDIA
Olivier Blanchard
Principal and Chief Strategist, THE BRAND BUILDER
As BrandBuilder Marketing‘s Principal and Senior
Strategist, Olivier helps companies develop, build, KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
integrate, manage and measure Social Media Programs.
He also helps companies manage their reputations online 1. First, understand that R.O.I. (Return on Investment) is
and offline, and establish leadership in their markets. a business measurement, not a media measurement.
Olivier trains company executives and project teams in all In other words, R.O.I. doesn't change whether you are
matters of social media management and measurement, looking at Social Media, capital expenditures or
and then helps them build and integrate effective advertising budgets
programs into every facet of their business, from public
2. The currency of R.O.I. is neither variable nor abstract:
relations, business development and market research
Whatever currency was used to calculate the
to human resources and customer support. Olivier
investment must be the same as the currency with
has 15+ years of marketing management experience.
which you calculate the return. (Typically, a monetary
Broken down into specific categories: Marketing project
value.) In other words, if the investment is calculated in
management, social media programme management,
dollars, the return cannot be calculated in
strategic branding, brand management, online
conversations or sentiment. It must also be calculated
reputation management, product launch management,
in dollars
marketing communications management, community
development, business development, and product design 3. In order to calculate the R.O.I. of Social Media, you
ideation experience. He has worked in government, have to be able to tie Social Media activities to some
manufacturing, energy, fashion, retail, event management type of financial outcome
and business services sectors, and just spent a year 4. There is a difference between financial outcomes and
learning how to help software resellers and IT shops better non-financial outcomes. (Non-financial outcomes are
engage with small and mid-sized businesses in the US. not R.O.I. Financial outcomes are.)
Olivier holds an International Baccalaureate degree from
5. Non-financial outcomes (new followers,
the International School of Brussels and a BA degree from
click-throughs, web traffic, retweets, peer-to-peer
Furman University.
recommendations) often lead to financial outcomes.
Each can be a step, a precursor to a transaction. They
Current Chairs and Boards:
help you connect the dots between investment,
SmartBrief Social Media Advisory Board, Social Media
activity, impact, and financial return
Club – Greenville, Linking The Upstate.
6. In order for an investment to yield results (yes, even in
Social Media), it must have a specific set of objectives.
Before investing into a program, know what needles
Connect you want it to move for your business
7. Social Media programs are not free. They require
Web www.thebrandbuilder.wordpress.com qualified manpower, adequate technology, a lot of time
and real focus. Businesses that overlook this always fail
Twitter twitter.com/thebrandbuilder in this space
LinkedIn www.linkedin.com/in/ 8. Take Social Media as seriously as you do any other
olivierblanchard channel in your business: Hire professionals. Have a
Blog www.thebrandbuilder. plan. Know what to measure and how
wordpress.com
9. Social Media should support business objectives, not
just Social Media objectives.
10. Popularity is irrelevant if it doesn't generate more
business for you
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3. {SPEAKER PROFILE}
{NOTES}
ENGAGING A MASS AUDIENCE THROUGH
INNOVATION INSIGHTS AND STRATEGY
Meaghan K.Burdick
Direct Marketing Director, OBAMA FOR AMERICA
Earning respect and recognition as a marketing
fundraising expert with noted experience in fast-paced KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
political environments, Meaghan Burdick served as
Director of Direct Marketing for Obama for America. In 1. Timing is everything. Make sure your materials are
this capacity, Meaghan directed the organisation's daily hitting their inboxes, mail boxes, phones, etc. right
direct marketing fundraising operations and oversaw the on time. Right when the news is hot!
fundraising of over $400 million. Meaghan has acquired
2. One method is the ‘not only’ method any more.
extensive marketing experience on the political front as
Take advantage of all of the direct marketing and
evidenced by her tenure in the Democratic Congressional
social media tools that are available to speak to your
Campaign Committee (DCCC) as Director of Marketing
customers today.
and Online Services. She held responsibility for growing
the DCCC’s online program from $1 million raised in 3. Make sure the message is consistent no matter how
the 2004 cycle to $6.6 million raised in the 2006 cycle. your customers are hearing it. Whatever you're sending
Additionally, Meaghan has also attained leadership to your customer's inboxes should be consistent to the
experience in the Democratic Senatorial Campaign mail they’re reading and the text they’re receiving.
Committee and EMILY’s List. Meaghan received a BA in 4. You’re building a relationship - not a one time
Government from Georgetown University in 1998. transaction. Spend the time and money letting
your customers get to know you and giving them the
opportunity to share their thoughts and ideas with you.
5. Don’t be afraid to try new things. If you don’t take
the risk, you’ll never get the reward.
Connect
Web
www.barrackobama.com
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4. {SPEAKER PROFILE}
{NOTES}
LEVERAGING CUSTOMER ATTENTION THROUGH
CUSTOMER RESPONSE BEHAVIOUR
Aaron Tellier
Director – CRM Strategy, MERRILL LYNCH
Aaron Tellier is the Director of CRM Strategy and Analytics
for Merrill Lynch Global Wealth Management. In this KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
position, he is responsible for the strategy, processes,
analytics and technology platform that support intelligent 1. A valuable relationship requires investment
multi-channel customer interactions across multiple Think about your personal relationships and extend
lines of business. Previously, Aaron managed the direct the same concepts to your customers. You wouldn’t
marketing function for DLJdirect, and early online rush into a deep friendship, so don’t be pushy with your
brokerage. When the company was purchased by the customers. Be truly interested in their needs, listen
Bank of Montreal, Aaron’s role expanded to include to their preferences and act appropriately. Like
the customer integration strategy for online brokerage, superficial friendships, customer relationships based
advisory services, retail banking and private banking for on transactions can easily dissolve.
the bank’s US franchise, The Harris. Aaron is a graduate of
the US Naval Academy and Yale School of Management. 2. It’s all about the customer AND you
Of course we all WANT to be customer centric, but
don’t forget that customer interactions must ultimately
provide value to the organization. Too many marketing
Connect and sales programs ignore this simple truth. If your
program doesn’t pay off, the finance department will
eventually find out and shut you down. How does
Web that benefit the customer? Search hard to find
www.ml.com win – win opportunities.
LinkedIn 3. Be open to interaction
www.linkedin.com/pub/aaron-tellier/ Interaction is the lifeblood of social media and can
0/aaa/5b4 make or break a campaign. Don’t disable options for
comments or remarks on your social media profiles
if nothing else, these pointers will help to tailor
postings so that they move closer to achieving social
media goals.
4. Give something back
Social media is community-based, and like most
communities, it’s expected that you give something
back. Don’t simply bombard your Twitter feeds with
sales posts or your blog with marketing messages —
entice and encourage repeat visitors and followers
by offering something in return. The most successful
companies use their social media outlets to give
exclusive discount codes, special offers, or previews of
new products before they hit the mainstream.
5. Network
In addition to replying to questions and comments as a
way of building a physical network of fans and
followers, network your various social media profiles.
Prospective clients are also more likely to check their
own social networking pages more often than your
website, so it’s a great way to keep in touch.
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5. {Day TWO Conference Programme} Wednesday 28 July
Photography, Styling
{STREAM A}
& Retouching SPONSORED BY {MULTI-CHANNEL MASTeRY AND MEASUREMENT}
Parkside Ballroom A, Level 1
{STREAM Chair}
Creative Services
Graham Plant
& On-site Studios Executive General Manager, PACIFIC MICROMARKETING/PMP DIGITAL
Graham is responsible for managing and driving the development, commercial
performance and growth of Pacific Micromarketing, Dimension Studios and PMP Digital
in Australia. Graham joined PMP Print in 2003, holding senior management positions in
the Print business prior to heading up Pacific Micromarketing and PMP Digital.
Graham Plant is a direct and database marketing professional having held senior
management positions from a wide range of industries and businesses including IT,
Telecommunications, Postal and Mailing, Logistics, Printing, Financial Services, Sales
and Marketing and Creative Services.
A strong business strategist, Graham is experienced in leading change and
Multi-site driving business benefits through developing business strategies and innovative
Catalogue & marketing solutions.
Magazine Printing
TIME SESSION
11.30 am The Rise of Multi-Channel Marketing in a Retail World
Graham Plant, Executive General Manager, PACIFIC MICROMARKETING/PMP DIGITAL
12.05 pm Initiating a Longer Term Offline Strategy to Support and Engage Online
Consumer Targeting Roger Sharp, Corporate Affairs Director – Pacific, CADBURY
Mass & Targeted
Jeff Richardson, Chief Executive Officer, THE ONLINE CIRCLE
& Analytics Letterbox
Distribution
1.30 pm Multi-Channel Insights to Maximise Success in Insurance, Retail and Travel
Your customer. At the core of everything we do.
Michael Kustreba, Vice President, ANZ, EPSILON INTERNATIONAL
2.05 pm Understanding and Impressing Tomorrow’s Customer in a Multi-Channel World
Sean Ashby, Chief Executive Officer, AUSSIEBUM
At PMP we’re dedicated to increasing return on marketing investment for our customers.
,
We’ve developed a suite of smart marketing solutions which help our clients create, target 2.40 pm Executing an Integrated Multi-Channel Marketing Campaign
Mandeep Grover, Marketing Manager ANZ, JOHNSON AND JOHNSON VISION CARE
and deliver effective messages to their key customers. We make it our business to continually
leverage the finest technology to deliver customer-focused, end-to-end solutions to our clients 4.00 pm Complementing Traditional Channels with Digital: A Change Management Approach
Australia-wide. Crispin Tristram, General Manager – Acquisition, OPTUS
4.35 pm Gaining a Connection with Generation Y through Multiple Channels
To find out how PMP Limited can support your marketing program, call us on 1800 032 472 Michelle Pilot, Vice President of Marketing – Australasia, MASTERCARD
or visit www.pmplimited.com.au. Julie Dormond, General Manager, MERCERBELL
Follow the Twitter backchannel #admaf
93

6. {SPEAKER PROFILE}
{NOTES}
THE RISE OF MULTI-CHANNEL MARKETING
IN A RETAIL WORLD
Graham Plant, Executive General Manager,
PACIFIC MICROMARKETING/PMP DIGITAL
Graham Plant is responsible for managing and driving 3. Make sure your off-line and on-line communications
the development, commercial performance and growth are aligned.
of Pacific Micromarketing, Dimension Studios and The way in which your brand is represented and the
PMP Digital in Australia. Graham joined PMP Print in key messages you make should be consistent across
2003, holding senior management positions in the Print the spectrum of channels available – including
business prior to heading up Pacific Micromarketing and in-store. Provide a wide range of response channels
PMP Digital. that are integrated and complementary to enable
customers to respond easily to your offer/s.
Graham Plant is a direct and database marketing
professional having held senior management positions 4. Don't ignore social media - it's part of the mix now!
from a wide range of industries and businesses including Valuable customers can be found through social media
IT, Telecommunications, Postal and Mailing, Logistics, activity such as Twitter or Facebook. Consider the
Printing, Financial Services, Sales and Marketing role of social media in your marketing program and
and Creative Services. the profile of customers who currently or potentially
play in this space. Decide on the image you wish
A strong business strategist, Graham is experienced
to project and ensure that these communications
in leading change and driving business benefits
are consistent with your overall image and brand.
through developing business strategies and innovative
Most importantly, appreciate that this is a channel that
marketing solutions.
requires transparency, regular content and prompt
response times – much like the consumers that
use them.
KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION: 5. And above all else, listen and learn all there is to know
about your customer - they expect you to know them.
1. Understand which channels work for each of Customers are aware of the relationship they have
your customers. with your brand and you should be too. Examine how
Your marketing channels are provide a platform different segments respond, what mediums they
for consumers to access and relate with your brand. prefer and how an integrated multi-channel marketing
Use transactional, behavioural and other customer approach can increase the effectiveness of a campaign.
data available to develop an understanding of who
your key customers really are – or who you want
them to be. Consumer insights drive multi-channel
marketing decisions and investment.
Connect
2. Make it easy for your customer to speak to and buy
from you - let them use the channel they want.
Whilst social media is the new buzzword, not all Web
consumers are created equal and traditional offline www.pmplimited.com.au
methods of communication still play a critical part
in your retail marketing mix. Analyse sales data and
response rates to determine which mix will provide
greater margin and increase average transaction value
per segment.
94 95

7. {SPEAKER PROFILE}
{NOTES}
INITIATING A LONGER TERM OFFLINE STRATEGY
TO SUPPORT AND ENGAGE ONLINE
Roger Sharp, Corporate Affairs Director –
Pacific, CADBURY
Jeff Richardson
Chief Executive Officer, THE ONLINE CIRCLE
Roger Sharp
KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
Roger has been the Corporate Affairs Director for
Cadbury’s Pacific Business Unit (Australia, New
1. Social Media is not going away. What it is doing is
Zealand & Japan) since March 2009. In these markets
changing every day. Management is not simple but
he has responsibilities for Cadbury’s External and
it is possible.
Internal Communications, Corporate Responsibility,
Sustainability and Public Affairs work. Roger joined 2. Social Media need not be scary. Treat it like any other
Cadbury from the Australian Industry Group where he was Marketing Communications opportunity; with one
a Senior Public Policy Advisor, working primarily on IT, strategy, not 100 tactics.
Telecommunications and Climate Change policies. He has 3. Social Media provides an excellent research
also worked extensively throughout Europe, previously opportunity. Users are fast, passionate, and
holding the post of Director of Public Affairs at Telefonica (generally) truthful. Monitoring is the start.
Europe, with responsibilities for Government Relations Analysis and interpretation is essential.
and CSR across 5 European Union markets.
4. Social Media means data. All actions leave a trail and
In addition to his corporate experience, Roger has worked you can use this data for research and strategy.
as a senior political adviser within the British Government,
5. Getting involved in Social Media means leveraging
holding the role of Special Adviser to both the Secretary
the opportunities but also being ready to meet
of State for Trade & Industry and the Secretary of State of
the challenges
Culture, Media & Sport within the Blair administration.
During this role he helped lead stakeholder engagement
with the business community, and was involved in three
successful General Election campaigns and the London Connect
2012 Olympic bid.
Outside work Roger enjoys music and film; he continues to Roger Sharp
maintain a passionate interest in politics and is an avid fan Web
of both the All Blacks and Manchester City Football Club www.cadbury.com.au
Twitter
Jeff Richardson twitter.com/cadbury_AUNZ
Jeff developed his first web site over 14 years ago and LinkedIn
has been involved in Internet Marketing ever since. In www.linkedin.com/in/rogersharpca
his late 40s, Jeff has worked in senior marketing roles for
corporations such as Telstra and United Energy. Having Jeff Richardson
run boutique consulting and advertising agencies for near Web
10 years he has consulted to organisations large and small www.theonlinecircle.com
regarding their use of Internet Marketing. Notable clients
LinkedIn
have included Cadbury, University of Melbourne, and www.linkedin.com/in/theonlinecircle
Worksafe Victoria.
Facebook
www.facebook.com/theonlinecircle
Email
jeff@theonlinecircle.com
96 97

8. {SPEAKER PROFILE}
{NOTES}
MULTI-CHANNEL INSIGHTS TO MAXIMISE
SUCCESS IN INSURANCE, RETAIL AND TRAVEL
Michael Kustreba, Vice President,
Australia and New Zealand, EPSILON
Based in Sydney, Michael is responsible for the overall
business and operations for Australia and New Zealand KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
(ANZ). Managing a multi-disciplinary team he delivers on
client solutions that drive relevant and high-performing 1. Customer Experience Marketing: What it means for
multichannel marketing programmes through the your organisation, your relationship with your
intelligent use of data and analytics. He is also responsible consumers and the future of your business
for business development in the territory.
2. Understand how consumers perceive and interact with
Michael has 10 years of experience providing digital marketing communications across channels
marketing solutions to companies in Australia and New
3. Leverage the research to help create compelling
Zealand. Combined with his proven skills in delivering
differentiation in your brands value proposition
strategic marketing services, he has helped many
companies improve their marketing efficiency, strengthen 4. Understand what turns customers into advocates
their customer relationships, and drive results and ROI for 5. Discover how relevant interactions that anticipate
their business. Some of Australia’s household brands that and respond to consumers drive engagement and
Michael has been working closely with include Virgin Blue purchases now and in the future
Airlines, Cellarmasters Wines and Dell.
Michael joined Epsilon International through the 2006
acquisition of DoubleClick Email Solutions where he was
Business Development Director. He joined DoubleClick Connect
in 2001 as Senior Technical Consultant. Prior to this
he worked at Yahoo! Search Marketing and Engage, an
ad serving technology provider which is now part of Web
Microsoft Advertising. www.epsilonaustralia.com.au
Twitter
twitter.com/mkustreba
LinkedIn
www.inkedin.com/in/mkustreba
98 99

9. {SPEAKER PROFILE}
{NOTES}
UNDERSTANDING AND IMPRESSING TOMORROW’S
CUSTOMER IN A MULTI-CHANNEL WORLD
Sean Ashby
Chief Executive Officer, AUSSIEBUM
Sean Ashby has come a long way in the four years since
using his life savings to set up men’s swimwear and KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
clothing business aussieBum. Sean turned to the internet
to promote aussieBum to a global market. It currently has 1. Being unique offline makes you relevant online
over 200,000 consumers ordering direct via its custom
2. If you are doing something wrong, Social Media
built e-commerce site and supplies many of the world’s
will let you know
leading department stores. The company’s sales during
the GFC have grown, as a direct result of its innovative 3. Be honest and relevant with your content, it will
product developments and its marketing strategy. It’s this end up everywhere
successful and extremely innovative marketing approach 4. Approach Social Media, not like a business, but like
that won them the Australian Export Award 2009. an individual
aussieBum promotes their products in non-traditional
venues on the internet, such as blogs, social networking
sites Facebook and MySpace. Sean will share insights at
Forum into the secrets of his success.
Connect
Web
www.aussiebum.com.au
Twitter
twitter.com/aussiebum
LinkedIn
www.linkedin.com/in/seanashby
Blog
www.networkedblogs.com/blog/
sean_ashby_aussiebum
Facebook
www.facebook.com/aussiebum
100 101

10. {SPEAKER PROFILE}
{NOTES}
EXECUTING AN INTEGRATED MULTI-CHANNEL
MARKETING CAMPAIGN
Mandeep Grover
Marketing Manager ANZ, JOHNSON AND JOHNSON VISION CARE
Mandeep joined Johnson & Johnson in October 2004
as Regional Professional Marketing Manager with the KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
responsibility of establishing the B2B marketing function
in Asia Pacific. 1. Define a clear role for each media touch point
In September 2006, Mandeep moved to Sydney to 2. Understand and optimise the customer journey
head marketing for JJVC Australia and New Zealand.
3. Consistency is king
In June 2008, one of his marketing campaigns, “The
Acuvue® Wink” won the James. E. Burke award, the 4. Set the right KPIs to measure success
highest recognition for marketing excellence in J&J. This 5. Document your lessons well
campaign won the 2008 DMA Bronze ECHO award & was
a finalist at the Cannes Lions 2008.
In 2009, Mandeep and his team launched the first iPhone
application for Acuvue® brand contact lenses to drive
Connect
consumer engagement and trial. The application broke
into the top 30 within a week of launch and was featured
in the Sydney Morning Herald. Web
www.jnj.com
Twitter
twitter.com/mgrover1
LinkedIn
www.linkedin.com/in/mgrover1
102 103

11. {SPEAKER PROFILE}
{NOTES}
COMPLIMENTING TRADITIONAL CHANNELS
WITH DIGITAL: A CHANGE MANAGEMENT APPROACH
Crispin Tristram, General Manager –
Acquisition, OPTUS
Prior to heading up the Consumer Online team at Optus,
Crispin has worked across Consumer Acquisitions, KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
Product Marketing and Propositions across a number of
telcos including Orange, O2 and Vodafone back in the UK. 1. A digital sales and service world doesn’t mean
Accountable for driving the Consumer Online strategy, he you close all your high street stores and shut down
is passionate about creating real, interactive communities your call centres - Digital self serve allows your
with his consumers and is excited by the possibilities that physical channels to offer a new fully integrated
online affords’. customer experience.
2. The build it and they will come mentality will only
get you so far. Digital presence must remain consistent,
relevant and appropriate to the customer journey.
3. Digital delivers more than simply low cost sales and
service - It can optimise lead generation and create
new two way interactions with your customer base.
4. As your self serve capability moves online so will
a greater proportion of your media mix. However,
understanding how to maximise offline and online
to drive the right segment to the right channel becomes
more vital to ongoing success.
5. Digital evolution is a lot less painful than digital
revolution! Your customers and your organisation will
not go digital overnight.
Connect
Web
www.optus.com.au
LinkedIn
www.linkedin.com/in/crispintristram2009
104 105

12. {SPEAKER PROFILE}
{NOTES}
GAINING A CONNECTION WITH GENERATION Y
THROUGH MULTIPLE CHANNELS
Michelle Pilot, Vice President of Marketing –
Australasia, MASTERCARD
Julie Dormond, General Manager,
MERCERBELL
Michael Pilot
Michelle has worked with MasterCard since May 2004, KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
and from 2005 has held the position of Vice President,
Marketing for Australia & New Zealand. In that role 1. With a parity product your marketing campaign can
she has overall responsibility for brand marketing, work to create a real point of difference.
sponsorships, customer marketing and consumer PR.
2. Time spent researching and understanding our target
Michelle’s experience spans 20 years in the advertising
audience was crucial in developing a strategy that
and marketing industry, including the role of Senior Vice
resonated with our customers.
President with McCann- Erickson New York, working on
MasterCard business in Europe, Asia Pacific, Latin America 3. Identifying a platform, i.e. music allowed us to engage
and Japan. with our audience in a relevant, compelling and
During her 11 years at McCann, she gained experience credible way.
within the FMCG, IT, luxury goods and apparel categories.
4. Moving from one off campaigns to a longer term
Prior to McCann, Michelle held Account Management
engagement strategy of ‘Priceless Music Experiences’
positions at Clemenger BBDO, The Campaign Palace
and Ogilvy & Mather across a wide selection of allowed us to build momentum to continually drive
business categories. persuasive brand awareness.
Julie Dormond
Julie is a Direct and Digital marketing professional working
at MercerBell. She has been at MercerBell for 8 years, Connect
starting out as Account Director and now acting on the
Management Team as General Manager.
Responsibilities include all client management and Michelle Pilot
strategy, staff retention and development as well as Web
internal agency policies. Her experience spans across www.mastercard.com.au
many industry sectors including B2B and B2C.
With 15 years experience, Julie has held previous roles Julie Dormond
agency side at Lowe Lintas as well as client side in the
UK working for leading financial services organizations Web
in roles spanning product development, launches and www.mercerbell.com.au
communication strategies. LinkedIn
www.linkedin.com/pub/
julie-dormand/1/388/848
106 107

13. {Day TWO Conference Programme} Wednesday 28 July
{STREAM B}
SPONSORED BY {CUSTOMER GROWTH AND RELATIONSHIPS}
Parkside G04, Ground Level
{STREAM Chair}
Chris Lowther
General Manager, PORTRAIT SOFTWARE ASIA PACIFIC
For over 22 years Chris has been fascinated by technology-enablers behind advances in
marketing and building strong customer relationships.
Combining an MBA in Marketing and International Business with experience gained
across the globe with ICL (now Fujitsu), Fiserv, Misys and Portrait Software, Chris is a
strong advocate of the ‘appropriate’ technology to improve the customer experience.
His role in Portrait Software centres on assisting clients to apply insight and intelligent
decisioning at the point of customer interaction to deliver great customer service; which
in turn dramatically improves customer revenues, profitability and loyalty.
TIME SESSION
11.30 am Customer Centricity Boot Camp for Marketers
Paul Downes, Consultant
12.05 pm Creating a Clearer Picture of Your Online Customer
Martin Bradbury, International Client Services Director, CALLCREDIT GROUP
1.30 pm A New Model for Pharmaceutical Advertising: Re-Defining ROI
Marc Cheah, Senior Brand Manager – Viagra, PFIZER
2.05 pm Social Media: Making it Work for You
Jill Colvin, Head of Marketing, SYDNEY FESTIVAL
2.40 pm Customer Relationship and Loyalty – A Flight to Understanding
Phil Hawkins, General Manager, LOYALTY PACIFIC (FLYBUYS)
4.00 pm Moving from Monolog to Dialog: Strategies to Enhance Your Brand
Jacqueline Johnson, Chief Executive Officer, THE BUZZ
4.35 pm What NFP’s Can Learn from Big Business and Visa Versa for Gaining Customers
Cameron Watson, Former Head of Marketing, WORLD VISION
Currently National Manager, Marketing and Channels, LANDMARK
Follow the Twitter backchannel #admaf
Visit Portrait Software at ADMA Expo - stand 325
02 9276 2728 | contactus@portraitsoftware.com
109

14. {SPEAKER PROFILE}
{NOTES}
CUSTOMER CENTRICITY BOOT CAMP
FOR MARKETERS
Paul Downes, Consultant
Paul brings a unique blend of business acumen, people 3. Design and build from the outside in:
insight, hands-on technology knowledge and frontline Most processes today are designed from the inside
customer service experience to encourage and guide out and are aimed at ensuring intra-departmental
successful corporate customer relationship initiatives. efficiencies. Turn this around; take a customer
For over twenty years Paul’s matter-of-fact approach perspective, make your company easy to do business
has ensured a singular focus on the customer and with by designing and building processes and your
getting the fundamentals correct as a solid basis for customer capabilities from the outside in. Move
customer engagement. beyond managing customers on a transaction level
only, to managing the customer experience.
Paul’s broad career involving research and development,
human resources, technology, call centre and retail 4. Measure and Reward systems:
allows Paul to understand, interpret and leverage inter- Review and upgrade what you measure and how you
departmental synergies to benefit the customer. Most reward staff. For example, Average Call Handling Time
recently CIO at RAC of WA overseeing the customer is a measure of how quickly staff can move through
relationship initiative, Paul draws on knowledge and calls and this coupled with the Number of Sales per
experience from Australian and overseas organisations at operator is a measure of staff capabilities. However,
the forefront of relationship management to highlight the if you are truly to be Customer Centric you should
drivers of excellent customer experience and how to avoid link staff measures to the improvement in customer
‘corporate stupids’. lifetime value, improved customer data quality or the
increased propensity of a customer to purchase again
as a result of the prior interaction. Do not
underestimate the considerable time and negotiation
KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION: required in order to change these measures and agree
on the rewards.
1. Assess your company’s desire:
5. Technology is not the driver:
Make a thorough assessment of your company’s
It’s called Customer Centric for a reason; - the customer
preparedness to become Customer Centric.
is at the centre, not the technology. Failure to observe
Not doing this assessment is where most programs fail.
this positioning will see your program fail. If more of
Customer centricity is grounded in your business
your efforts are being directed toward the technology,
strategy. Your business strategy must refer to this
if most of your meetings are about the technology, if
centricity and your departmental business plans must
technologists are leading your project then you will
clearly focus on the customer.
most likely be hurtling toward failure. Businesses are
2. Culture and Structure: littered with great technology solutions but in many of
Becoming Customer Centric is a program of work those businesses, little if any change has occurred
and is difficult to achieve without some hard decisions toward truly becoming Customer Centric.
being made. If your company has a history of late or
failed delivery on projects then examine why this is
the case and address accordingly. Moving to a
Customer Centric organization requires cultural
change, total staff involvement, structural changes
organized around the customer and most importantly,
full, active and demonstrable support from your CEO,
not just “lip service”.
110 111

15. {SPEAKER PROFILE}
{NOTES}
CREATING A CLEARER PICTURE OF
YOUR ONLINE CUSTOMERS
Dr. Martin Bradbury
International Client Services Director, CALLCREDIT GROUP
Dr. Bradbury’s present responsibilities include managing
the research, construction and implementation KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
of consumer segmentation systems and modelling
software for international markets, and advising 1. Learn how to maximise customer relationships,
on their usage by clients from a broad range of especially important at this time of market uncertainty
commercial and governmental sectors. He retains
2. Avoid common mistakes. Embrace new technologies
a close working relationship with a large number of
and innovative channels with your eyes wide open!
international businesses.
3. Discover how marketers can identify just who they
are communicating with, exemplified with a powerful
case study
Connect
Web
www.callcreditgroup.com
112 113

16. {SPEAKER PROFILE}
{NOTES}
A NEW MODEL FOR PHARMACEUTICAL
ADVERTISING: RE-DEFINING ROI
Marc Cheah, Senior Brand Manager –
Viagra, PFIZER
Marc Cheah has been working in marketing for
over 10 years, with his career taking him across a KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
number of diverse markets and brands, some more
controversial than others. Marc’s has worked in industries 1. Moving from a TV led to a content led model
such as tobacco, snacks, consumer durables, and • A person’s health is a high involvement category –
pharmaceuticals, and has developed insights into the patients want to find out as much information
challenges faced in how to interact with consumers across as possible.
with varying levels of interest and involvement. • The communications role is not to build a brand but
raise awareness and provide guidance.
• There’s a lot of (mis)-information out there – and
therefore there is a need to “control” as much
Connect information as possible.
• It is important to make sure all gatekeepers in the
Web process are aware of your activities (e.g. GP’s, Nurses
www.pfizer.com.au and Pharmacists).
2. Re-defining ROI
• The role of public communications is for the disease
state, and not just your brand.
• Once prescribed, a patient may use your drug for
lengthy periods of time – not just returns within the
financial year.
3. Managing internal stakeholders in the new age
of communication
• Pharmaceutical companies are, by their nature,
conservative beasts.
• There are multiple stakeholders involved in the
process who need to taken on the journey.
• Need to paint a real-life picture of your patients and
their journey.
4. Pushing the envelope while staying within
the guidelines set by Medicines Australia
• Pharmaceutical companies are constantly under
attack from industry critics, and abide strictly to an
industry code.
• There’s a lot of information out there –and finding out
what’s wrong isn’t often at the top of people’s agenda.
• Need to evolve our communications in line with how
society is moving – more people are self-diagnosing.
114 115

17. {SPEAKER PROFILE}
{NOTES}
SOCIAL MEDIA:
MAKING IT WORK FOR YOU
Jill Colvin
Head of Marketing, SYDNEY FESTIVAL
Jill Colvin is Head of Marketing, Communications & 3. Our customers are changing behaviour so we need
Digital Strategy at Sydney Festival, Australia's largest to adapt
annual arts event, with more than one million people • Growth in social media resulting in people spending
taking part in the ticketed and free program each summer. more time in the social space
Jill has been part of the Festival team for 10 years, starting • Need to be where the audience is hanging out so you
in the Business Development department in 2000 before can be part of that conversation
moving to Marketing the following year. • These conversations go on the public record -
permanently - and can be easily found thanks
For the 2011 Festival, Jill’s role has been expanded to
to Google
explore ways of maximising the Festival's use of digital
technology to increase the event’s reach - both nationally 4. A good community online will give you heads up
and internationally - through Marketing, Programming on issues – without paying for expensive social
and Business Development initiatives. The ongoing media tools
integration of social media channels will play a key role • A great community of self-selecting fans can be
in this. Prior to escaping to the arts, Jill worked in the your best word of mouth for when things go right –
publishing and banking sectors, including five years at your advocates, your champions
Citibank where she was part of the Total Quality Team • They can also be your best line of defence when
before a stint in Mortgage Marketing. things go wrong – your eyes and ears, your defenders
5. Give out and you will get back
• Online communities are like any other – they want to
share, to interact, to engage
KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION: • Give value through your social media – share things
people want to hear, pass on things that are relevant
1. Social media isn’t what the media has been hyping - and interesting to them
it’s about understanding and then working to meet • Do this in a genuine way and you will be more than a
customer needs brand you will be a friend
• Listen to what people are saying
• Respond when you need to - quickly - if only to buy
you some time
• Ask questions – and act in response Connect
2. It’s not free - it takes a big investment of time and
care but it’s worth it Web
• Takes time to build up your social media profile - and www.sydneyfestival.org.au
a group of people who care about what you’re doing
Twitter
• Make sure to check various sites each day
twitter.com/sydney_festival
• Anything worthwhile takes time and effort but
the rewards can be more personally rewarding LinkedIn
• Have senior people – or empowered people – on the
www.linkedin.com/pub/
jill-colvin/8/37A/43B
social media frontline – need people with power
to act quickly Facebook
www.facebook.com/SydneyFestival
Blog
www.blog.sydneyfestival.org.au
116 117

18. {SPEAKER PROFILE}
{NOTES}
CUSTOMER RELATIONSHIP AND LOYALTY –
A FLIGHT TO UNDERSTANDING
Phil Hawkins
General Manager, LOYALTY PACIFIC (FLYBUYS)
A recognised global practitioner in coalition loyalty
programs, Phil Hawkins is General Manager of Loyalty KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
Pacific, which manages and operates FlyBuys, Australia’s
largest shopping rewards program. Holding an Honours 1. Engage consumers with your brand by means of active
degree in Mathematical Sciences and an MBA, Phil has listening and co-creation
worked in the Australian loyalty and card market over
2. Align the culture of your team to deliver on the
the past 16 years, and his experience is also drawn from
promise - driving commitment to innovation-
research, marketing and operational roles with Shell and
teamwork-governance
National Australia Bank.
3. Utilise all channels including social media - skills,
leadership required
4. Differentiate between "selling" and letting the
customers "buy"
5. Always measure the success of each engagement
Connect
Web
www.flybuys.com.au
Twitter
twitter.com/Phil_Hawkins_
LinkedIn
www.linkedin.com/in/hawkinsphil
118 119

19. {SPEAKER PROFILE}
{NOTES}
MOVING FROM MONOLOG TO DIALOG:
STRATEGIES TO ENHANCE YOUR BRAND
Jacqueline Johnson
Chief Executive Officer, THE BUZZ
Jacki Johnson is an Executive with the Insurance Australia
Group one of Australia and New Zealand’s largest listed KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
insurers. Jacki is currently CEO of the newly launched on
line insurer, The Buzz. Jacki has been with IAG since 2001 1. Trigger marketing provides a great means
in a variety of roles including CEO Business Partnerships for transforming rich customer data into
where she was responsible for the Workers Compensation meaningful communication
and Third Party Distribution businesses, Group Strategy
2. Coalition loyalty programs provide a cost-effective,
and leading through the integration of CGU and Zurich
customer embracing loyalty solution
businesses into IAG . Jacki has over 20 years experience in
financial services. Before joining IAG she has held senior 3. Social media provide a great means for economical,
positions with Allianz Insurance, HIH Insurance and IRS low-risk marketing activity
Total Injury Management. Starting life as an Occupational 4. Explore creative means for eliciting email addresses
Therapist at Westmead Hospital has meant Jacki brought rather than using simple “bribes”
a different skill set and perspective to her roles within
5. Employ a robust contact strategy but closely monitor
the Finance Sector. The customer experience and
changing customer channel preferences
harnessing the right culture and technology to deliver
this is a key passion.
Jacki has a B App Sc. (Occupational Therapy) , Grad Dip
Safety Science and and EMBA (AGSM)
Connect
Jacki is also a former director of NSW Workcover
Authority, Personal Injury Education Foundation, MCGI
Web
and a current Director of Community First Credit Union,
www.thebuzzinsurance.com.au
a previous member of Community First Board Audit
and Risk Committee and current member of the Board LinkedIn
Corporate Governance Committee. www.linkedin.com/pub/
jacki-johnson/a/100/a1
120 121

20. {SPEAKER PROFILE}
{NOTES}
WHAT NFP’S CAN LEARN FROM BIG BUSINESS AND
VISA VERSA FOR GAINING CUSTOMERS
Cameron Watson
Former Head of Marketing, WORLD VISION
Currently National Manager, Marketing and Channels, LANDMARK
Cameron has recently moved to be the new National
Manager for Marketing and Channels at Landmark. KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
Cameron brings a wealth of experience in creative
marketing, strategic marketing analysis and development. 1. Almost every marketer should spend some time
Earlier this year, Cameron was Head of Marketing at World working with an NFP to sharpen their craft
Vision Australia, where he lead the fundraising non profit
2. Sharp, concise call-to-action is absolute king and needs
organisation in Australia. He previously worked at Telstra
to be consistent across all channels
as General Manager of Strategy, Planning and Analysis;
and at ANZ Banking Group as Marketing Manager of 3. If you can’t answer the ‘why me? Why now?’ questions,
Corporate Ecommerce. He was also the marketing don’t bother
manager of the first ASX-listed dot.com company and has 4. Stop at nothing in reaching new places to reinforce
established his own e-commerce company. your message to customers
5. Learn to use detailed channel analysis and economics
to drive your business, but not a tool for beginners!
Connect
Web
www.landmark.com.au
www.worldvision.com.au
122 123

21. {Day TWO Conference Programme} Wednesday 28 July
{STREAM C}
SPONSORED BY {DATA AND ANALYTICS}
Parkside Ballroom B, Level 1
{STREAM Chair}
Regan Yan
Managing Director, Digital Alchemy
Regan founded Digital Alchemy in 2003, as Australia’s first dedicated Database
Marketing Service Provider. Under his leadership, Digital Alchemy has grown to become
Australia’s largest provider of outsourced database marketing solutions, and is the largest
Unica implementer in Asia Pacific.
Prior to this, Regan was CEO of Persona Asia; an infomediary aimed at delivering
permission based marketing solutions to online clients. Earlier in his career, Regan
was the Managing Director of Multinet, a leading company in data mining and
sophisticated database marketing. Prior to joining Multinet, Regan was responsible for
Customer Analytics, customer profitability system as well as introduction of analytical
marketing at Westpac.
Regan is a recognised subject matter expert in the area of Analytical Database Marketing and Customer
Relationship Marketing, speaking regularly at Australian and international events.
TIME SESSION
11.30 am Driving Business Outcomes: How CRM Capabilities have been Developed within GE
Philip Wickenden, Vice President of CRM, GE MONEY
12.05 pm Providing a Greater Understanding of a Single Customer View (SCV)
Steve Nicholls, Senior Manager CK and CRM, HSBC AUSTRALIA
1.30 pm Keeping in Touch With Your Customer: Should You Follow Your Instinct or Use Data to Predict,
Track and Adapt to their Changing Behaviour?
Julian Peterson, Marketing and Online Director, TIME OUT
2.05 pm Turning Data into Strategy
Ed Falconer, National Manager, Customer Loyalty and Engagement, MYER
2.40 pm Delivering Multi-Channel Campaigns to Draw Customers in
Drew Guttadore, Director CRM Business Capabilities, FOXTEL
4.00 pm Gaining a 360 Multi-Channel View of Your Customer: A Cutting Edge Approach
Karen Ganschow, Executive Director Relationship Marketing and Online, TELSTRA
4.35 pm Multi-Channel Retail and what it means for Marketing Strategy and Execution
Daniel Roberts, Head of Online, WOOLWORTHS
Follow the Twitter backchannel #admaf
125

22. {SPEAKER PROFILE}
{NOTES}
DRIVING BUSINESS OUTCOMES: HOW CRM
CAPABILITIES HAVE BEEN DEVELOPED WITHIN GE
Philip Wickenden
Vice President of CRM, GE MONEY
Phil first joined GE in 1996 as the Database Marketing
Leader. In 1998 Risk & DBM where combined into Connect
Portfolio Management where Philip was Portfolio
Manager for Cards responsibility for both the Risk & CRM.
Web
Philip left GE for 3 years in 1999 to ANZ Bank. At ANZ he www.gemoney.com.au
created their Customer Management function & played a
leadership role in strategic CRM based project called CVM
(Customer Value Management).
Philip re-joining GE in 2002 as Senior Portfolio Manager
for GE Money Direct business responsible for both
Loans & Mortgages businesses. In 2005 Philip’s current
role of Vice President CRM was created which includes
CRM analytics across GE Money, plus Risk & CRM Infra
(including Scorecard development). Since this time the
role has evolved to cover all the GE Capital business,
and drive a range of strategic CRM, BI & Channel Infra
initiatives for GE Capital.
Prior to joining GE Philip worked for Experian, Pacific
Micro Marketer in Australia & AA in the UK, in various
analytics & client management roles. Philip holds a
Bachelor of Science (Hons) from Sheffield University
majoring in Systems Modeling and is green belt
certified. He is married to Dallas and has son Aidan
and daughter Freya.
126 127

23. {SPEAKER PROFILE}
{NOTES}
PROVIDING A GREATER UNDERSTANDING OF
A SINGLE CUSTOMER VIEW (SCV)
Steve Nicholls
Senior Manager CK and CRM, HSBC AUSTRALIA
Steve Nicholls has worked with HSBC Banking Group for
twenty years. Roles have included Sale, Credit, Technology KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
and Marketing in the UK, Canada, the Asia Pacific region
and in Australia for the last six years. His current role 1. Find out everything you can about your customers
is Senior Manager, Customer Knowledge and CRM behaviour and make sure you develop a single
responsible for customer research and analytics for customer view.
HSBC Australia.
2. Integrate a range of sources of data and information to
optimise customer knowledge
3. Leverage this information to optimise your marketing
strategies and activities
4. Use integrated information to maximise channel
interaction with the customers
Connect
Web
www.hsbc.com.au
LinkedIn
www.linkedin.com/pub/
steve-nicholls/3/71B/B50
128 129

24. {SPEAKER PROFILE}
{NOTES}
KEEPING IN TOUCH WITH YOUR CUSTOMER: SHOULD
YOU FOLLOW YOUR INSTINCT OR USE DATA TO PREDICT,
TRACK AND ADAPT TO THEIR CHANGING BEHAVIOUR?
Julian Peterson
Marketing and Online Director, TIME OUT
Julian is Marketing and Online Director at Time Out
Sydney – Sydney’s most respected arts, entertainment, Connect
nightlife and food website and magazine.
Time Out Sydney has recently achieved a Google Web
PageRank of 7 through implementing strategy and www.timeoutsydney.com.au
good practice, site traffic is up 300% in 2009, a weekly Twitter
newsletter is sent to 30,000 people with a click through twitter.com/JulianfPeterson
rate of over 50% plus paid subscriptions to the printed
LinkedIn
magazine are up 400% since Julian’s arrival. Time Out www.linkedin.com/in/julianfpeterson
Sydney is one of the first Time Out’s to start feeding
content to Nokia’s Ovi maps and is currently producing
what will be Sydney’s most popular entertainment
iPhone app.
Before moving to Sydney, Julian spent 2 years in Singapore
as Marketing and Online Development Director at Time
Out Singapore as part of the launch team. Julian had
responsibility for all online, in store, street level, event
and partnership marketing and the launch of Time Out’s
website and quick growth to 135,000 users per month.
Julian’s earlier career included more than 50 appearances
before committees and at Court including representing
clients in contested hearings.
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25. {SPEAKER PROFILE}
{NOTES}
TURNING DATA INTO STRATEGY
Ed Falconer, National Manager,
Customer Loyalty and Engagement, MYER
Ed is the Head of Loyalty, responsible for Myer’s loyalty
program – MYER one - which has over 3.5 million KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
members and is recognised as the leading loyalty
program in Australia. Ed has 18 years experience in the 1. Always have an objective and a plan - analysis for
development of customer loyalty through CRM activity the sake of analysis is pointless
and database marketing.
2. Marry your research goals with your database
analysis goals - knowing why someone is behaving
in a particular way will help you respond better to
their needs
3. Have metrics of success - both short and long term -
measurement is the key to understanding whether you
are having impact
4. Don't be afraid to fail - knowing what doesn't work
is as important as knowing what does
5. It's not rocket science - better to have a simple
analysis that delivers insight than complex analysis
that delivers confusion.
Connect
Web
www.myer.com.au
Twitter
twitter.com/myer_mystore
132 133

26. {SPEAKER PROFILE}
{NOTES}
DELIVERING MULTI-CHANNEL CAMPAIGNS
TO DRAW CUSTOMERS IN
Drew Guttadore
Director of CRM Business Capabilities, FOXTEL
Drew Guttadore is currently the Director of CRM
& Business Intelligence Capabilities at Foxtel and KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
is leading initiatives that create/improve Business
Analytics, Channel Functionality, Data Quality, and 1. CRM/Business Intelligence is a journey and we all have
related processes. Previously he has held similar roles to crawl before we walk
at Telstra and in Europe and the US implementing
2. The Analytical process has to be top notch before
Business Intelligence and Multi-Channel Marketing
the operational process can begin
projects in multiple companies and industries. His
fondest achievement was convincing 6 companies in 5 3. Customer Contact Strategy and Channel
countries in 4 languages to adopt one common campaign Development starts with Campaign Management
management tool within 3 months. System Implementation
4. Don’t feel bad, Real Time Sales Interactions is the
Holy Grail, and very few actually do it, let alone well!
5. Develop your network to include practitioners in all
areas so that you can help each other along the way
Connect
Web
www.foxtel.com.au
Facebook
www.facebook.com/dguttadore
LinkedIn
www.linkedin.com/pub/
andrew-guttadore/0/580/504
134 135

27. {SPEAKER PROFILE}
{NOTES}
GAINING A 360 MULTI-CHANNEL VIEW OF
YOUR CUSTOMER: A CUTTING EDGE APPROACH
Christian Bartens
Managing Director, DATALICIOUS
Karen Ganschow
Executive Director Relationship
Marketing and Online, TELSTRA
Christian Bartens
KEY LEARNINGS:
5 KEY LEARNINGS FROM PRESENTATION:
Christian Bartens is passionate about the power of data
and how it can help shape effective marketing strategies.
1. Use online insights to drive offline campaigns
After having worked in digital marketing in Australia and
overseas for many years, he established Datalicious in 2. Profile customers and prospects across the line
2007, a new breed of agency that strives to make data 3. Identify and communicate with influencers
accessible to non-analysts and provides actionable
insights to marketers. 4. Develop a targeting matrix and communication dialogue
5. Establish the true impact of online advertising
As a data evangelist and pioneer in digital marketing
and web analytics, Christian is chairing the ADMA
Data & Analytics Council and has spoken at various
conferences about the power of data in optimising
marketing communications including ADMA Data Day. Connect
He works closely with leading industry bodies and solution
providers and regularly gets invited to industry councils, Christian Bartens
customer advisory boards and beta testing programs to Web
help shape industry best practice. www.datalicious.com
Twitter
Karen Ganschow twitter.com/datalicious
Karen has been with Telstra for over six years. She is LinkedIn
responsible for Customer Relationship, Digital and www.linkedin.com/in/cbartens
Online Marketing managing Retention and Growth
Blog
programs across Home Phone, Mobile, Internet and Pay www.blog.datalicious.com/
TV with a customer base of over 10 million customers.
Karen is also lecturing in the Master of Business and
Marketing program at the Macquarie Graduate School of Karen Ganschow
Management. In 2007, she was recognised as the ADMA Web
Direct Marketer of the year and is now Vice Chairman of www.telstra.com.au
the Board of the Australian Direct Marketing Association. Twitter
twitter.com/kegans
Karen has a Bachelor of Electrical Engineering and holds a
Master in Business Administration. LinkedIn
www.linkedin.com/in/karenganschow
She is married with two boys and two dogs and enjoys
playing in a Mum’s soccer team.
136 137