As with other large corporates, the challenge facing the marketers at ANZ is understanding the customer and being relevant, while making sure the right message is being sent at the right time through the right channels. Included in that is the technical challenge of personalisation.
“The key thing we’ve learned is that it’s not just about marketing technology or personalisation per se,” says General Manager of Marketing Matthew Pickering. “This involves a lot of change management, and an understanding of the whole ecosystem of technology, data and keeping our people up to date with all the changes in this area.”
KEEPING EVERYONE HAPPY
Head of Customer Value Diana Van Nispen touches on the learnings that have taken place at ANZ and explains how the bank has
