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Today's Topics:
1. Now Medibank real-time marketing uses both Salesforce Data
and Marketing Clouds (Stephen Loosley)
2. Aussie Government Copilot trial leader to direct DTA AI
strategy (Stephen Loosley)
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Message: 1
Date: Fri, 15 Nov 2024 00:34:30 +1030
From: Stephen Loosley <[email protected]>
To: "link" <[email protected]>
Subject: [LINK] Now Medibank real-time marketing uses both Salesforce
Data and Marketing Clouds
Message-ID: <[email protected]>
Content-Type: text/plain; charset="UTF-8"
Medibank ramps up real-time intervention to retain insurance customers
By Eleanor Dickinson Nov 14 2024
https://www.itnews.com.au/news/medibank-ramps-up-real-time-intervention-to-retain-insurance-customers-612458
(Medibank) Brings in Salesforce's Data Cloud.
Medibank has upgraded its customer data foundation to allow it to respond
contextually in "near real-time" in scenarios such as if the customer is
exploring cancelling their membership.
[Photo caption: Medibank ramps up real-time intervention to retain insurance
customers]
The new data foundation, Salesforce Data Cloud, is also enabling the health
insurer's marketers to "orchestrate connected customer experiences" across
engagement channels, according to orchestration lead Leah Cassidy.
Data Cloud acts as a kind of customer data platform that can work with
Salesforce data, as well as data stored in third-party systems, to help with
customer personalisation across channels.
It has uses both by the marketing department as well as by other functions
within Medibank.
Medibank has used Salesforce technology for more than a decade.
Head of marketing technology and orchestration Jon Goh said Data Cloud ?is the
promise of where the Salesforce technology is headed?.
?It is at the centre of our marketing stack and marketing engine room,? he told
a Salesforce Agentforce conference in Sydney.
?Our marketers are able to see that single view of marketing.?
Medibank first adopted the Salesforce Marketing Cloud to make member
experiences more personalised several years ago.
According to Cassidy, the combination of Data Cloud and Marketing Cloud
provides enriched context that enables real-time customer interaction.
Moreover, it has started to underpin and enable more sophisticated digital
marketing efforts.
?Data Cloud is our foundation for being able to orchestrate connected customer
experiences,? Cassidy said.
?Today, we still are somewhat focused on delivering campaigns and we do
personalise across channels, but it's not always consistent.
?Data Cloud is actually allowing us to shift our focus to delivering
experiences. [What] is particularly powerful for our marketers is the insights
it gives us into our marketing segmentation and our audiences. And this means
that the marketers can use these insights to optimise existing experiences or
build new ones.
Additionally, the platform allows Medibank to create a unified customer profile
that combines offline data with customer online behaviour.
This, Cassidy explained, can be used to act if a customer has, for example,
looked at the cancel-my-membership page on the Medibank website.
?We can overlay this data with the members marketing segment in Data Cloud,?
she said, adding that this helped the company speak to the customer based on
their age, stage of life and other factors that may be pertinent in convincing
them to stay.
Cassidy also said that existing members that browsed other insurance products
but did not purchase could be "proactively retargeted" using that combined
context from Data Cloud, assuming the member had consented to such contact.
------------------------------
Message: 2
Date: Fri, 15 Nov 2024 00:52:30 +1030
From: Stephen Loosley <[email protected]>
To: "link" <[email protected]>
Subject: [LINK] Aussie Government Copilot trial leader to direct DTA
AI strategy
Message-ID: <[email protected]>
Content-Type: text/plain; charset="UTF-8"
Gov Copilot trial leader to direct DTA AI strategy
After conclusion of six-month trial. (Nb, result: high expectations went
?unmet?.)
By Eleanor Dickinson Nov 13 2024
https://www.itnews.com.au/news/gov-copilot-trial-leader-to-direct-dta-ai-strategy-613002
The leader of the Digital Transformation Agency's Microsoft 365 Copilot trial,
Garrett Kelly, has been elevated to direct AI strategy.
Kelly, who was project manager for the federal government's now-concluded
six-month trial of Copilot will now hold the title of DTA director of AI
strategy and engagement as of this month, according to his LinkedIn.
Before taking on the Copilot trial last November, Kelly was assistant director
for the DTA?s AI in government taskforce.
The DTA declined to comment on the new Kelly role, saying that it only
commented on executive appointments of a certain level.
?This is fairly common practice and is done to mitigate any potential security
and privacy risks," a DTA spokesperson said.
The DTA launched the whole-of-government Copilot trial in March 2024 in an
effort to ?enhance productivity and develop skills, capabilities and
preparedness for generative artificial intelligence (AI)? across the public
service.
The trial saw 7769 Copilot licenses distributed across 5765 users and 60
participating agencies.
An evaluation report by the DTA found the tool was not able to be integrated
into day-to-day processes or with important records repositories during the
short trial period.
As a result, many agencies used Copilot only ?a few times a week? or less, and
their high expectations went ?unmet?.
Other agencies, such as the Australian Bureau of Statistics, had to conduct
separate generative AI trials because most of their data is in non-Microsoft
365 systems, ?making it inaccessible to Microsoft Copilot?.
The DTA is currently in discussions with Microsoft on the next version of its
volume sourcing agreement, including the extent to which it will cover Copilot,
which comes at an additional cost on top of Microsoft 365 licenses.
A number of agencies, including CSIRO and Geoscience Australia, have extended
their use of Copilot since the trial.
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End of Link Digest, Vol 384, Issue 14
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