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By William Maher on Apr 15, 2021 11:16AM Big data and AI are changing the way organisations interact with individuals. Following bushfires near Perth in nearly 2021, the Commonwealth Bank of Australia revealed it was analysing data to help to customers affected by natural disasters. CBA explained it was using algorithms and data from emergency and weather services to offer same-day “tailored support solutions” to affected customers – including those affected by the Perth fires. For example, customers might receive an offer to defer a loan, or an...

Is personalised marketing a brand killer? It could be, argues Thunderhead ANZ vice president, Aaron Spinley. February 1, 2021 9:03 by AARON SPINLEY The education sector has long understood the importance of personalised content to the function of memory. Good teachers know that we remember things better if we care about them, and the best way to help someone care about something is to make it personal. This enables the information to traverse our limbic system, a pre-requisite for storage into our long-term memory. The marketing profession recognised this, most obviously through the rise of...