Download As marketers, we face an increasingly fast

As marketers, we face an increasingly fast-paced and complex
digital, technology and data-driven landscape.
But while I empathise with you all, I have to confess
that I actually love making sense of the mass of data being
accumulated, and delivering incremental business growth
through direct consumer relationships.
With more than two decades of experience, I’ve learned to cut
through the bells, whistles and hype, and refocus conversation
around values and purpose, common interest, and marketing
performance.
My career has allowed me to assess technology stacks and
vendors, and helped me make sense of marketing analytics
frameworks. As a result, I’ve implemented content and
data-driven marketing strategies for clients such as Canon,
Microsoft, Virgin Mobile, P&G, Huggies, Petbarn, Nestle, Thai
Airways, Priceline, AMEX, and Verve Portraits, to name a few.
I bring a mathematical mind for measuring engagement
and return on investment, and combine it with creativity to
craft memorable experiences. After all, at the end of the day
marketing is about making people happy, building value and
inspiring action.
Juggling work along with a gorgeous wife, five children, two
dogs, and a kitten keeps me well and truly on the front foot. And
I’ve thoroughly enjoyed pulling together my top 40 blog posts
on data-driven marketing, as well as outlining my two passion
projects in this book.
You have my heartfelt thanks for taking time out of your busy
life to read The Art and Science of Data-driven Marketing.
Anton Buchner
Founder, Front Foot Marketing
+61 414 673 575
STAYING ON
THE FRONT FOOT
The art and science of data-driven marketing
ANTON BUCHNER
Contents
40 powerful posts for data-driven marketing capability
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INTRODUCTION
Post 1
The First Post - Hello world!
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THANK YOU
Post 2 Do you have a ‘thank-you’ marketing strategy?
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WHAT’S KEEPING MARKETERS UP AT NIGHT
Post 3 Is digital, data, and technology advice keeping you awake at night?
Post 4 “I don’t know what I don’t know” What you may not know about the
digital marketing landscape
Post 5 Technology vendor selection for marketing and IT managers
– who to trust?
Post 6 A silver bullet for using data and digital agencies to drive better
marketing performance?
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GET EMOTIONAL
Post 7 How to get your business out of the sea of sameness and into an
ocean of opportunity
Post 8 Operationalising emotion – feelings to fuel growth
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BREAKING HABITS
Post 9 2014 feels like the old Biiiiiiiiiiiiiirdman cartoon. Why?
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DISCOVERING THE BUSINESS VALUE OF DATA
Post 10 The business value of delving into data
Post 11 Data driven insights are so hot right now. Will these be in your top 5?
Post 12 Selfies, babies, drones and the marketing data deluge nightmare
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IMPLODING INTERNAL SILOS
Post 13 What are Marketing Operations Managers and Chief Marketing
Technologists accountable for?
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Post 14
Post 15
Post 16
Post 17
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CUSTOMER EXPERIENCE
Post 18 Customer experience – how do you stack up when it comes to
customer centricity?
Post 19 Verve Portraits, the best customer experience business?
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The Death of the IT and Marketing Divide
Smarketing – The Death of the Marketing and Sales Divide
The death of the Data Analytics and Marketing divide
The death of the customer and consumer marketing divide
Contents continued
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SINGLE VIEW WINS
Post 20 Have you achieved a single customer view of your data? So now what?
Post 21 VIP Customer Marketing = ACCESS ALL AREAS
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INNOVATIVE IDEAS
Post 22 Cool ideas from the Consumer Electronics Show
Post 23 The first margarita mixed in space. Why?
Post 24 6 new innovations in customer experience
Post 25 Shoes, pizza, lockers & preying for $3M
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REINVENTION
Post 26 5 brands successfully reinventing in the digital age
Post 27 3 more brands that have successfully reinvented themselves in the digital age
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MEASURING THE VALUE OF SPORTS SPONSORSHIP
Post 28 Who won the FIFA World Cup sponsorship value game?
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PREDICTIVE MARKETING
Post 29 8 different predictions for marketing in 2016
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SLOW DOWN TO GROW
Post 30 2 major impacts for marketers and agencies due to our obsession with speed
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BUZZWORD ABUSE
Post 31 The top 10 most abused marketing buzzwords this year
Post 32 BINGO – Digital marketing terminology is out of control
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METRICS THAT MATTER
Post 33 7 best practice tips for Marketing Dashboards
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THE IMPACT OF HAPPINESS
Post 34 First World Happiness Report launched at UN Conference
Post 35 76% of Australian employees are not engaged in their job
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CALL CENTRES
Post 36 5 top trends for call centres and the pricing model dilemma
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MAKING SENSE OF CONTENT MARKETING
Post 37 Content, content, content: Australia’s first content marketing study revelations
Post 38 Top 3 tectonic shifts for business due to social media
Post 39 Are digital marketers getting off their Face….book?
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SWITCH OFF TO GROW
Post 40 Digital detox – discover if you need one
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PASSION PROJECTS:
• ImaginationStories–letyourimaginationtakeflight
• Microplay–bigimpactsthroughsmallmoments
Staying on the Front Foot
‘Anton is exceptional at navigating complex organisations and gaining alignment
across departments. He brings excellent thinking, challenges respectfully and
above all drives outcomes. A delight to work with he is highly personable and I’d
recommend him in a flash’
Nina Spannari – Digital Marketing, Canon Consumer Imaging, Canon Australia
‘I can’t recommend Anton highly enough to anyone looking for a marketing
expert with strong strategic and digital experience anchored in commercial
rigour. Anton is enthusiastic, energetic and trustworthy. He is reliable, proactive
and a strategic thinker who will hit the ground running on any business problem
you throw at him. Anton has a friendly, and positive disposition, smart, assertive
and a problem solver. I wouldn’t hesitate in working with Anton again and
personally recommend his services to other CMO’s and marketing professionals’
Vicki Aristidopoulos – Consumer Marketing Director, Fairfax Media
‘Anton has a very perceptive insight into business and market dynamics. The
insights he brought to our strategic positioning were incredibly valuable. He has
a way of introducing clarity to complex problems’
Dean Morelli – CEO, Employgroup
‘Anton has been helping us on a number of projects, helping our clients get
a clearer customer engagement strategy. He has been instrumental in the
transformation of clients, getting them to embrace content as a core foundation
pillar of their marketing strategy’
Fergus Stoddart – Managing Partner, Edge (content marketing specialist)
‘Anton is priceless. Strategic, creative, analytical and infinitely personable. This
combination means he provides a holistic solutions, especially in this area of
CRM and customer experience in the digital platform. As a consultant he has
the experience and the skills to quickly cut through to identify the complex
problems facing our clients and deliver what appear to be simple, or at least easy
to understand, solutions to their digital strategy and integration problems’
Darren Woolley – Founder & Global CEO, TrinityP3 Marketing Management
Consultants
‘Anton is a highly intelligent, ethical, and passionate person. In my role as CRM
Manager at Nestlé, Anton was invaluable in the success my team achieved over
a 5-year partnership. He set the strategic direction for Nestlé and helped me
develop a program for one to one communication with our consumers, which
truly measured ROI and achieved results. Also working with Anton, I found a
person who helped me develop a team environment with his agency and my
company team, someone who got totally involved in our business and added
value at every stage. I have no hesitation in recommending him’
Susan Wright – Manager – CRM, Nestle Australia
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Staying on the Front Foot
Introduction
POST 1
Hello world! – March 11th, 2011
Having turned to consulting in 2010, it was about time I set up my blog:
Stay tuned for relevant thoughts, insights and ideas that you can hopefully put into action
for your business.
So there you have it.
What a ground-breaking, earth-shattering, life changing post to enter the blogosphere.
Well, at least I’d taken the first step to making my dream a reality—sharing my expertise as I
embarked on running my own marketing consultancy, Front Foot Marketing.
I didn't want to take myself too seriously. I just wanted to do things my way instead of being
constrained by corporate politics, ego, and increasingly out of touch executive managers in a
data-driven, digital world.
After graduating from The University of Sydney with a Bachelor of Economics Degree (majoring
in Econometrics and Quantitative Economics), I worked in small agencies, independent
agencies and global agency networks. I’ve been in the advertising and direct marketing industry
since 1992. But despite grounding in direct marketing and demonstrating proven returns on
marketing investment through data analysis, people like me were viewed as the poor country
cousins of the communications industry.
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Anton Buchner
In the ‘90s, brand and TV advertising dominated the industry. But then came the dotcom
and digital revolutions, which led to new platforms and social media. And when this smart
technology began disrupting every business sector, people started turning to people like me for
answers to big questions:
• Who are our most valuable consumers?
• What’s the best way to connect with consumers in this new multi-platform,
multi-device world?
• How much of our budget should we invest in technology, digital and data-driven
marketing activity?
• What success measures should we prioritise and focus on?
I was off and running.
Since then I haven’t stopped testing, analysing and learning keeping an open mind while
helping businesses make sense of data-driven marketing in a constantly changing landscape.
Throughout my career I’ve always put the consumer first. So when business leaders started
talking about consumer and brand engagement, and became consumer-centric rather than
business- and product-centric, I was right there at the forefront.
The tables had indeed turned.
I’m passionate about simplifying complexity, driving greater transparency and collaboration, and
cutting through all the bells, whistles and bullshit.
And I’m humbled and grateful to have worked with inspiring people in more than 60
organisations including:
Adventure World Travel
AMEX
AMP Capital
Audi
Aussiepay
Australian Hearing
Australian Industry Group
Ayers Management
Caltex Vortex
Canon
Campari
Employgroup
Employment Innovations
Fairfax
Fisher & Paykel / Haier
Foodies Australia
Gloria Jean's Coffee
GSK
Honda
Ingham
InvoiceX
IT Consult
Kellogg’s
Lend Lease
Lexus
LTG GoldRock
McDonalds
Microsoft
Moneytech
Musica Viva
NBN Co
Nescafe Korea
Nestle
On The Run (SA)
Newcastle Airport
NSW Transport
Optus
Petbarn
Priceline
Procter & Gamble
SAIC / MG Motors
Sensis
Sidchrome
Skoda
Sony
Specialty Fashion Group
Specsavers
TAL Life Insurance
Thai Airways
Thompson’s Nutrition
Thursday Plantation
Tourism NZ
Toyota
Verve Portraits
Virgin Australia
Virgin Mobile
Visit Canberra
Volkswagen
Wesley Mission
Westpac
Yates
I’m also grateful to have worked as a specialist on projects with strategic marketing
consultancies and agencies such as Edge, How To Impact, Interbrand, MORGAN Consulting,
Paykel Media, Permission, Step Change, Together Creative and TrinityP3, as well as being
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Staying on the Front Foot
invited to facilitate training workshops through The Australian Marketing Institute (AMI).
Before consulting I worked across AGL, Australia Post, Bankwest, Bayer, CBA, ING Australia,
FOXTEL, Milo and Purina Petcare. And I thoroughly enjoyed leading the team and being the
first in Australia to prove a positive return on investment with direct-to-consumer marketing
in the FMCG (fast-moving consumer goods) sector for Nestle. We proved we could increase
a consumer’s share of wallet and build endearing and valuable relationships on health and
happiness dimensions.
So now it feels like the right time to publish a book.
I’ve been a regular blogger since 2011, with many of my posts being published on the TrinityP3
Blog. A big thank you must go to its founder Darren Woolley for inspiring me to wrap my posts
into a book and allowing me to publish the content.
As you’ll see, my writing takes a ‘demystify’ approach combined with practical tips you can
implement immediately. I hope you enjoy it, and find a few pearls of wisdom along the way.
And, of course, being a direct marketer, I love feedback and engaging in conversation. So if you
feel strongly on a topic, or just want to send me a message, you can contact me via:
[email protected]
Or feel free to connect with me on:
• twitter.com/antonbuchner
• linkedin.com/in/antonbuchner
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