Roni Millard | Equifax

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What are the key priorities for a MarTech stack optimisation strategy to achieve? 

  • Improve attribution to revenue. 

What would your company use AI the most for? 

  • Develop data-led marketing campaigns. 

What are the major roadblocks in trialling the new innovations in marketing technologies? 

  • Budget. 

How do you see the skillsets needed for the marketing profession changing? 

  • I require talent that really understand the various marketing channels and how to build a thread between them. This must be linked to commercials and truly appreciating how they are contributing to ROI. 

Currently, what are you primarily looking for in your digital marketing efforts? Awareness or engagement? Why? 

  • I want true numbers that can give a good insight into what’s happening across the digital channels. The So What is critical to hone in on. There is so much data we can now leverage from digital, but it needs to be condensed into a story that makes sense and that we can base informed decisions on. 

What are the top 3 things in your checklist when choosing the right influencer to work with? 

  • Brand of the influencer and what they stand for from a moral point of view. 
  • Flavour of followers – who are they and why would they follow the influencer? 
  • Sentiments of the influencer- what past experiences and evidence do they have that vouches for them. 

What data enrichment strategies can you suggest that work effectively from your experience? 

  • Thought leadership and value add content that deserves data capture and share. 

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