As the Australian Communications Media Authority (ACMA) regulates marketing communications, it requires up-to-date knowledge on the channels and methods used by business. ACMA engaged ADMA to undertake this research on its behalf, leveraging its market position and standing in the industry.
I could combine my university training in survey creation with my real world experience at working with companies that had a heavy reliance on direct marketing.
Conversing between the groups it was decided to run a competition to entice participation by marketing professionals as well as smaller businesses that didn’t specifically have marketing appointed staff.
To make the final information compatible with previous research, I sourced existing data from the Global Alliance of Data-Driven Marketing Associations (GDMA) and aligned the questions and terminology to match. Working with the ADMA team, I assisted in drafting the questions to match ACMA’s information requirements.
The final responses on usage and spending patterns by businesses was tabulated as the 2016 ResearchACMA Report on Data-driven marketing practices (Australian industry participants survey results).