Mi3

Mi3 offers a fresh perspective on the industry journal concept, blending elements of journalism with insights similar to equity analysis. It aims to foster unique discussions at the intersection of marketing, agencies, media, and technology. Unlike other platforms, Mi3 does not concentrate on routine transactional news, which is already well-covered. The goal is to delve deeper for both established and up-and-coming leaders in these fields. We hope to provide valuable insights for those in the marketing ecosystem who are curious, busy, and eager for thoughtful analysis. Welcome to Mi3!

National, Trade/B2B

English

Online/Digital

Outlet metrics

Domain Authority

Ranking

Global

#398804

Australia

#12905

Business and Consumer Services/Marketing and Advertising

#67

Traffic sources

Monthly visitors

Articles

The fork in the road: How do we stop repeating the mistakes of display for long form video?

1 week ago | mi-3.com.au | Kalila Welch |Andrew Birmingham |Shaun Lohman |Brendan Coyne

As Mark McKee from Freewheel articulated so eloquently on Tuesday at the Future of TV Advertising conference, media owners of long form addressable video inventory (AVOD and SVOD) are standing at what he described as a “fork in the road”. We can either stand back and let this wonderful large screen, sound on, unskippable targeted ad format capable of delivering both brand and performance become completely commoditised or we can work together as an industry to keep it clean and effective.
Early Thinkbox-GroupM data snapshot: Australia aligns with UK on short-long ROI for TV versus social, but is out-of-home overcooked? | Mi3

1 week ago | mi-3.com.au | Jonathan Fox |Andrew Birmingham |Shaun Lohman |Brendan Coyne

What you need to know: Thinkbox head of research Anthony Jones took to Sydney's Future of TV Advertising event last week to present the UK commercial TV body's latest advertising ROI study, Profit Ability 2. The study, he says, proves advertising remains a profitable outcome for advertisers, with UK brands earning an average of £1.87 ROI for every pound spent on advertising within 13 weeks – lifting to £4.11 over two years.
MMM-multitouch data lessons: Coping with massive footfall drops, predicting the next one and why Michael Kors is betting on under 12-month payback from combined MMM-MTA rollout | Mi3

1 week ago | mi-3.com.au | Andrew Birmingham

What you need to know:A year on from sharing with Mi3 the first wins from piloting Adobe’s market mix modelling solution, Michael Kors VP of global analytics, Manuel Neto, has put the dollars down and is rolling out the solution globally.
Adyen expands partnership with Temu to support South America expansion | Mi3

3 weeks ago | mi-3.com.au

Global financial technology platform Adyen has expanded its partnership with Temu to facilitate the e-commerce platform's international growth into new markets, including South America. This development builds on Adyen's initial support for Temu's U.S. launch in 2022 and its subsequent assistance in entering markets such as Canada, Europe, Oceania, South Asia, the UAE, the UK, and now additional regions in South America.
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.
Fisher & Paykel’s AI-powered CX shift: From manual segments to machine-led nudges

3 weeks ago | mi-3.com.au | Andrew Birmingham

What you need to know After a decade-long data journey, Fisher & Paykel has entered a new phase of hyper-personalisation, driven by Salesforce Data Cloud, AI, and automation. Since November, the brand has generated up to 20,000 automated product recommendations, scaling from manual segmentation to AI-led predictive nudges.
AMP’s three-year marketing platform transformation shows what it really takes to make tech work for marketing – now watch out for the staff poaching | Mi3

4 weeks ago | mi-3.com.au | Andrew Birmingham |Paul McIntyre |Brendan Coyne

What you need to know:It’s the unsexy stuff that’s no longer dominating vendor keynote stages but lurking within the case study presentations in the session rooms: Marketing technology transformation, sans AI, to finally realise personalisation at scale and one customer view. Australian financial services provider, AMP, is one of those cases.
Striving for talkability: Singing struts and Sky the Scissor lift take centre stage as Stokes-owned Coates bets on bold brand campaign - and jingle - to build new value proposition | Mi3

1 month ago | mi-3.com.au | Brendan Coyne |Paul McIntyre

What you need to know:Stokes family-owned Coates has taken the wrappers off a bold new integrated brand campaign to coincide with its 140-year anniversary that’s anything but usual for the business.
Eyes on the fries: KFC ditches 150 iteration mutant CX program for fused employee-customer experience, turns staff engagement into revenue growth with global experience management strategy | Mi3

1 month ago | mi-3.com.au | Andrew Birmingham |Paul McIntyre |Brendan Coyne

What you need to knowLinking employee experience to customer experience is vital to KFC’s growth strategy. Data from the UK shows restaurants with highly engaged staff get fewer negative guest scores and more return visits. A 1 per cent lift in “top-box” guest experiences could deliver millions in incremental revenue. KFC’s “Listens” program is driving cultural and operational change across 30,000 restaurants globally.
Rufi, LTBS launch eco-friendly personal and home care range | Mi3

1 month ago | mi-3.com.au

Rufi, an Australian brand focusing on sustainable and eco-friendly personal and home care products, has officially launched in the Australian market with Melbourne-based Digital Marketing Agency LTBS.