Nadia Cameron

Marketing Editor and Associate Publisher at Mi3

CMO focuses on addressing the unique leadership and technology challenges chief marketers face as they align their insights with those of the business.

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Articles

Advertisers in-housing media now fastest growing demand for The Trade Desk ANZ; 70 per cent of marketers concerned about ‘over-reliance’ on big tech platforms | Mi3

3 weeks ago | mi-3.com.au | Simon Larcey |Paul McIntyre |Brendan Coyne |Nadia Cameron

What you need to know:Direct business from brands is now the fastest growing part of The Trade Desk’s revenue, per ANZ boss James Bayes. He thinks that’s a direct result of marketers seeking to wean themselves of reliance on Google and Meta and was exacerbated by Google’s flip-flop on culling third party cookies – which led to a credibility crisis after years of relaying carefully honed first party data plans and investments to boards and stakeholders.
'Now they have Prime Video, spend is increasing exponentially': Amazon ad juggernaut accelerates past $240m as 'Trojan horse' DSP eats share; ecom business primed to top $2bn this year | Mi3

1 month ago | mi-3.com.au | Brendan Coyne |Paul McIntyre |Nadia Cameron |Tim Tyler

What you need to know:Amazon’s Australian ad business down under is booming. Advertising revenue grew 58.1 per cent year-on-year, reaching $242 million, making it Amazon’s fastest-growing local revenue segment, and an acceleration on the 51 per cent growth rate booked in the prior year. Ecom also powering. Online store revenue increased 23.5 per cent to $1.94 billion, while third-party seller services surged 47.6 per cent to $839 million.
The future of loyalty programs II: 2025 – 2028 unpacked; cost v profit, lifetime value, engagement, measurement challenges loom | Mi3

1 month ago | mi-3.com.au | Paul McIntyre |Brendan Coyne |Nadia Cameron |Kalila Welch

My local café now has a loyalty program – and a retail media business. This article for Mi3 pointed out in 2023 that Google cookies were going, privacy was tightening unapproved access to customer data, and since Marketing abhors a vacuum, we predicted a serious increase in the number of loyalty program launches and relaunches before 2025.
Stores first, ads second: Adore Beauty CMO on flipping from ecom pureplay to 25 locations - and what’s next for retail media play that’s ‘larger than most popular TV shows’ | Mi3

1 month ago | mi-3.com.au | Brendan Coyne |Paul McIntyre |Nadia Cameron |Kalila Welch

It’s been more than two years since an ecommerce reality check post-Covid sent Adore Beauty into concerted naval gazing. Since then, and despite worsening unit economics for the broader ecom pureplay and marketplace sector, it’s turned the corner. In its latest half-year results to 31 December, the beauty retailer reported conservative revenue growth of 2.3 per cent to full-year revenue of $103 million, as well as better gross margin growth of 36.2 per cent.
Compare Club cuts acquisition costs by 9.5% through a value-centric approach to managing its data

2 months ago | mi-3.com.au | Andrew Birmingham |Nadia Cameron

What you need to knowCompare Club surpassed its larger competitors, Compare the Market and iSelect, by leveraging sophisticated data analytics under Chief Customer Officer Rich McPharlin, focusing on a value-centric marketing approach to data engineering, rather than one focused on technical optimisation The company successfully reduced its cost of customer acquisition by 9.5 percent, significantly impacting its bottom line, where marketing is its largest expense.
Better together? Goodman Fielder CMO on combining trade-marketing spend for retail media; effectiveness and MMM next major push

2 months ago | mi-3.com.au | Brendan Coyne |Paul McIntyre |Nadia Cameron |Kalila Welch

Praise vs. FlameGoodman Fielder broke cover on a plan to combine trade and marketing budgets in April '23, while handing a larger chunk of responsibility for retail media planning and spend to agency Initiative. At the time CMO Christine Fung said the firm’s sales function would retain responsibility for its trade budgets and targets, but that “planning and strategy sits with us [marketing] – and now Initiative … so we are spending holistically”. How has that panned out?
How University of Tasmania improved behavioural targeting and cut acquisition costs via a CDP | Mi3

2 months ago | mi-3.com.au | Andrew Birmingham |Nadia Cameron

What you need to know Two years after implementing a CDP, the University of Tasmania is delivering digital advertising efficiency & cost savings including a 20 per cent decrease in cost per application and even a conservative estimate of the software's impact would suggest it's contributed to half a million dollars of a much larger saving In part that's off the back of an email marketing boost that's seen a 20 per cent increase in email open rates, a 10 per cent improvement in unique...
Online grocery to flatline but beauty retail to soar; pricing levers maxed out; streamers to consolidate and a swing back to brand - macro, micro and wildcard forecasts | Mi3

2 months ago | mi-3.com.au | Andrew Birmingham |Paul McIntyre |Kalila Welch |Nadia Cameron

Online grocery to flatline but beauty retail to soar; pricing levers maxed out; streamers to consolidate; CMO capability gaps to widen; performance spend to swing to brand; measurement and attribution thinking disrupted and regulatory action on data. Top marketer turned NED and board advisor John Batistich takes a cross-category view of what’s likely coming down the track for media, marketing, retail and the broader economy in 2025 – and some curveballs.
Still breeding like rabbits: SaaS remains a multimillion dollar wasteland that CMOs can not afford to ignore, while apparently doing exactly that: Latest Zylo data | Mi3

Jan 17, 2025 | mi-3.com.au | Andrew Birmingham |Luke Brown |Nadia Cameron

What you need to knowDespite increasing spending on Software as a Service (SaaS), utilisation rates are declining, with 52.7 per cent of purchased licenses going unused, resulting in an average annual waste of $21 million per organisation, according to data from the Zylo licence management platform. The average number of SaaS applications has only grown by 2.2 per cent in 2024, indicating a stagnation in SaaS consolidation efforts, even as spending increased by 9.1 per cent.
The fractional CMO explosion: Why the emerging exec gig economy is giving experienced marketing leaders freedom to leverage their craft without political and organisational angst | Mi3

Dec 8, 2024 | mi-3.com.au | Nadia Cameron |Paul McIntyre

When experienced B2B marketer and former agency planner Taz Bareham decided to take on the title of 'Fractional CMO' three years ago, there were a handful of people on LinkedIn using the moniker. Fast forward to today, and the supply pipeline has grown to thousands, even outpacing solidly growing demand for these forms of executives. Why?

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21 Feb 23

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21 Feb 23

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8 Feb 23

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Nadia Cameron

Articles

Advertisers in-housing media now fastest growing demand for The Trade Desk ANZ; 70 per cent of marketers concerned about ‘over-reliance’ on big tech platforms | Mi3

'Now they have Prime Video, spend is increasing exponentially': Amazon ad juggernaut accelerates past $240m as 'Trojan horse' DSP eats share; ecom business primed to top $2bn this year | Mi3

The future of loyalty programs II: 2025 – 2028 unpacked; cost v profit, lifetime value, engagement, measurement challenges loom | Mi3

Stores first, ads second: Adore Beauty CMO on flipping from ecom pureplay to 25 locations - and what’s next for retail media play that’s ‘larger than most popular TV shows’ | Mi3

Compare Club cuts acquisition costs by 9.5% through a value-centric approach to managing its data

Better together? Goodman Fielder CMO on combining trade-marketing spend for retail media; effectiveness and MMM next major push

How University of Tasmania improved behavioural targeting and cut acquisition costs via a CDP | Mi3

Online grocery to flatline but beauty retail to soar; pricing levers maxed out; streamers to consolidate and a swing back to brand - macro, micro and wildcard forecasts | Mi3

Still breeding like rabbits: SaaS remains a multimillion dollar wasteland that CMOs can not afford to ignore, while apparently doing exactly that: Latest Zylo data | Mi3

The fractional CMO explosion: Why the emerging exec gig economy is giving experienced marketing leaders freedom to leverage their craft without political and organisational angst | Mi3

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