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Part 1: WooliesX learned the hard way that misconfigured customer data platforms can rapidly rack up unbudgeted costs. It’s not the only Australian CDP user to experience ‘bill shock’. Almost all the CDP customers Mi3 spoke with had similar stories. But WooliesX at least got its money back after Tealium ‘forgave’ the cost. Most customers are not so lucky as big vendors push the onus onto them to use the tools provided to manage blowouts. Meanwhile, the market has cooled from the “CDP bender” of two years ago amid heightened competition, tough macros and the zombie effect of Google keeping cookies alive. The good news is that the firms Mi3 interviewed in 2023 about their fledgling CDP integrations are now driving gains. Media costs are down and engagement is up, and brands who have weathered rocky implementation experiences say they have much greater insights into their customer behaviours. Plus, the process prepares them for what’s about to hit with AI.

CEOs and CFOs at some of the world’s biggest consumer brands – including Colgate, PepsiCo, Kimberly-Clark and L’Oreal, Ford and Mondelez – say they’re increasing spend on advertising and promotional activities because they believe in its power to drive growth. Yet study the commentary a little harder and there’s a thread of ruthless and relentless marketing optimisation and efficiency connected to every dollar spent. Companies are throwing everything from AI analytics tools to agency relationship reviews at their approach to find better ROI.

Commerciality and AI are the hot skills Australian Marketing Institute (AMI) chief, Bronwyn Heys, sees people from all size of organisation, industry category and seniority level knocking down her door to develop. But they’re certainly not the only evolving skillsets marketers need if they’re to going to continue to be able to not only do the job today, but remain relevant tomorrow. With recruiters intimating there are too many performance-led marketers lacking well-rounded abilities in market, it’s equally clear breadth in skills is critical for career progression, she says. As the marketing association officially debuts its new Competency Assessment Tool, a little over a year after debuting its cross-disciplinary skills program and Competency Framework, Heys speaks to Mi3 about why it’s so critical marketers – and for that matter, agency account managers too – should be getting their personalised development learning pathway in order.