What a lovely time at Braze City x City Sydney, 2025 where I had the pleasure of speaking with Rachel Poon at a break , a session I was invited to join with just four days’ notice.
The main theme of our chat together was how we as marketing technologists can turn digital signals into smarter engagement (that’s rewarded with revenue).
I explored the huge transformation at Cashrewards from an intensely labour reliant task to just produce a single email, to now being able to create a personalised email for our 2.5M+ members in under 30 minutes.
At the core is that we look for our customer’s digital body language (from their clicks, scrolls, app use, purchases, and lookalike behaviour) to reveal powerful insights into their current needs and intent.
Large parts of this work enabled by well stitched together data platforms, and a business imperative to iterate and change even further seeking higher revenue performance.
I shared how this brought uplift for the whole business – and improved revenues by around 80% year on year through our email channels, and even higher in push.
By understanding these behaviours this opens the door to engagement that’s more timely, more relevant, and far more impactful.