Simplifying Business Connectivity

Aussie Broadband has developed a special focus in the business services field in Australia, offering seamless IT solutions and connectivity to significant clients like Bunnings. With a network comprising nearly 400 stores and 55,000 staff members, Bunnings sought a dependable provider, and Aussie Broadband responded with efficiency and simplicity.

Growth in the Business Sector

Starting from modest origins, Aussie Broadband has experienced significant growth, being recognized as the leading NBN provider by Product Review and CHOICE for four years in a row. Their triumph in residential services has naturally translated into the business arena, securing a list of enterprise clients including NOVA Entertainment, Westpac, among others.

Offering More Than Basic Connectivity

Though Aussie Broadband presents its services as straightforward, they encompass a strong portfolio including security, SASE, and cloud infrastructure. Their dedication to reliability has resulted in substantial investment in their own fibre network, providing business continuity for their clients.

Strategic Growth in Business

The 2022 acquisition of Over the Wire enhanced Aussie Broadband’s offerings, integrating 16,000 business clients and broadening their service capabilities. Their ‘Look to 28’ strategy aims to reinforce their business focus, emphasizing vital sectors like security and technological innovation.

Conclusion

Aussie Broadband’s strategic simplicity in business services has established it as a significant entity in the Australian marketplace. With continuous investments in infrastructure and a strong customer-focused approach, they are poised to grow their influence and capabilities.

Q: What distinguishes Aussie Broadband in the business services landscape?

A:

Their dedication to simplicity, dependability, and customer satisfaction, along with substantial investments in network infrastructure, make them unique.

Q: In what ways has Aussie Broadband expanded its business services?

A:

By strategically acquiring companies like Over the Wire and concentrating on comprehensive service offerings such as cloud infrastructure and security solutions.

Q: What does the ‘Look to 28’ strategy entail?

A:

It is a strategic framework that concentrates on six main pillars to enhance business processes, including innovation and security.

Q: How does Aussie Broadband guarantee reliable services?

A:

By investing in its own fibre network to ensure redundancy and diverse connectivity solutions tailored for businesses.

Q: Why do enterprise clients prefer Aussie Broadband?

A:

Many enterprise clients initially engaged with their residential services and were impressed by the quality and support, leading them to choose Aussie Broadband for their business requirements.

Brief Overview

• The establishment of a customer data platform (CDP) by L’Oréal has led to a rise in consumer expenditure.
• Linking with Salesforce CRM and other data sources enables large-scale personalised marketing.
• 19 brands have been integrated into the platform, with intentions to onboard an additional 30.
• Exploration of AI opportunities is underway to create smarter audiences and derive insights.
• Emphasis is placed on high data quality and governance to guarantee AI readiness.

Personalisation on a Large Scale

L’Oréal has witnessed a significant uptick in consumer spending attributed to their strategic use of a customer data platform (CDP) aimed at personalised marketing. At the Tealium Digital Velocity 2025 conference, Carla Piccione, major programs manager for CRM at L’Oréal, noted that their initiatives to employ first-party data “at scale” have led to notable enhancements in revenue, engagement, page views, and user purchases.

The company has integrated the Tealium CDP with its Salesforce CRM and various other data sources. Initially, 10 brands were integrated, but the scope has now expanded to 19, with plans to onboard 30 more by year’s end. This growth is part of L’Oréal’s objective to achieve personalised marketing at a scale beyond what humans can manage.

Integration and Customer Engagement

The implementation of the CDP necessitated 40 unique system integrations, fostering a customer-centered strategy that backs personalised marketing efforts. Piccione indicated that establishing operational processes for each brand to utilise these systems has been vital for success.

The platform facilitates targeted marketing, including website tests for loyalty program tiers and tailored recommendations, enhancing purchases and revenue per user. Additionally, the use of web browsing behavior data has improved campaign efficacy, particularly for men’s products.

Effect on Marketing Approaches

Incorporating Tealium into L’Oréal’s marketing technology framework has improved email and SMS marketing initiatives by broadening the targeted customer audience and engaging buyers more effectively. This approach has led to higher click-through rates and boosted revenue per user.

AI Potential

L’Oréal is investigating AI to further refine its personalisation strategies. Opportunities include AI-driven content variations for various customer segments and the extraction of intricate behavioral insights. Piccione pointed out that AI and machine learning are critical for enhancing their existing capabilities.

Ensuring high data quality and strong governance processes is crucial for the organisation’s preparedness to effectively leverage AI. L’Oréal prioritises privacy and data governance to facilitate sophisticated data utilization.

Conclusion

L’Oréal’s deliberate deployment of a customer data platform has resulted in heightened consumer spending through tailored marketing initiatives. By integrating various data sources and investigating AI opportunities, L’Oréal is enhancing its capability to personalise at scale while upholding data quality and governance.

Q&A

Q: How did L’Oréal achieve a surge in consumer spending?

A: Through the adoption of a customer data platform (CDP) for personalised marketing, integration with Salesforce CRM, and the expansion of brand onboarding.

Q: What is the significance of AI in L’Oréal’s marketing strategies?

A: L’Oréal is looking into AI for more intelligent audience targeting and deeper insights from consumer data, with intentions to apply AI and machine learning to enhance personalisation efforts.

Q: What measures does L’Oréal take to ensure data quality and governance?

A: L’Oréal maintains rigorous data quality and governance practices to safeguard privacy and readiness for complex data applications.

Q: What effect has the Tealium deployment had on marketing campaigns?

A: The deployment has boosted engagement and user purchases, improved campaign click-through rates, and expanded the targeted customer demographic.