Speaker spotlight: Emily Miller, Head of Marketing at Ollie Quinn
Datasine talks marketing, AI and personalisation with Emily Miller, Head of Marketing at Ollie Quinn, ahead of her fireside chat at #SuperchargeMarketing.
“The more personalised your content, the less often you need to deliver that content to your audience.”
On October 29th, we’ll be throwing open the doors of the trendy Zetland House, Shoreditch, to 100+ marketing innovators for our biggest and best ever #SuperchargeMarketing event. This insightful evening will involve multiple chances for relaxed networking with London’s diverse marketing community, the opportunity to trial Datasine’s AI martech platform and a list of exciting guest speakers.
One of these speakers is Emily Miller, Head of Marketing at designer eyewear firm Ollie Quinn, who’ll be taking part in the #SuperchargeMarketing fireside chat. We caught up with her ahead of the event to hear all about her career, personalisation in marketing and the impact of AI on the industry.
Tell us a bit about yourself?
Originally from Toronto, Canada, I moved to London a year and a half ago to lead marketing for independent eyewear brand, Ollie Quinn. I oversee all marketing at OQ, across the UK, Canada and the US. Prior to moving to London, I worked for OQ in a digital marketing role, so I’ve been there from the beginning – building the brand from the ground up.
How did you get into marketing?
I’ve always worked on the digital side of marketing and communications, but I actually started my career in public affairs (a niche of public relations including lobbying, political campaigning and government relations). Working at global PR agency, Edelman, I segued from PA to corporate communications and worked on the team that mitigated public reaction to the 2015 Volkswagen emissions crisis (“Dieselgate”, as some may remember). I then migrated from corporate to consumer PR, building social media influencer campaigns for brands including KFC and Wonder Bread.
In 2017, I was invited to build the overarching social media and influencer strategies for Ollie Quinn, and have since grown to lead all marketing operations at OQ.
“The pressure to produce significant ROI in a short space of time is greater than ever.”
What marketing tools could you not live without?
It’s a really interesting time to be in marketing. Up until recently, the only metrics marketers used to benchmark the success of their campaigns were things like average or estimated impressions (an educated guess at the number of views an ad received). Being a marketer in the digital era means we finally have metrics that track the full conversion funnel and measure mROI – previously quite a nebulous concept and frequent point of contention between CFOs and CMOs. As tech giants like Google and Facebook sophisticate their offerings, these metrics – particularly mROI – become much more accurate. For marketers in the current economic climate, this is a double-edged sword. Tools like Google Analytics, Facebook Ads Manager and various email/CRM platforms can tell us about our return on investment, but the pressure to produce significant ROI in a short space of time is greater than ever, as investors seek considerable short-term returns in the age of billion-dollar valuations and unicorn start-ups.
In this age, I’d say every digital marketer needs an effective CRM platform that stores and manages data in compliance with regional regulations (like GDPR), a great email marketing platform that leverages AI and machine learning to tailor content to subscribers, an Instagram grid planner (like Planoly or Snug) that helps one visualise a branded Instagram account as a whole, and of course, Google Analytics.
How do you see AI and machine learning affecting marketing?
As I mentioned, the availability of more sophisticated metrics has put vast pressure on digital marketers to deliver ROI. AI and machine learning can help marketers optimise their budgets by course-correcting the parameters of online ads and content (often in real time) so less of one’s marketing budget is wasted. There’s also AI that saves us valuable time and energy by telling us whether or not content will receive engagement or results before we place it in-market. This is invaluable to marketers whose task is to stand out on ultra-saturated channels.
Essentially, AI and machine learning leverage the data we now have available to us to mitigate marketers’ workloads and make campaigns much more efficient and effective.
Do you have any tips for marketers wanting to implement personalisation without coming across intrusive?
While AI is an incredible tool for marketers, it’s also the type of innovation that instills fear of Orwellian dystopias. Google, Facebook, Amazon, Apple – these companies know us better than we know ourselves. The data collected on our behaviours and preferences is comprehensive and immensely detailed. Artificial intelligence can be used to leverage this data in myriad ways, but the onus is on marketers to utilise AI ethically and responsibly, which is why policy like GDPR is so important.
Ultimately, it’s beneficial for both marketer and consumer when content is tightly tailored to one’s interests and needs, but there’s a fine line between catering to one’s tendencies and invading a consumer’s privacy. I would say the more personalised your content, the less often you need to deliver that content to your audience. Customised information allows for less frequent dissemination of information because you’ve tailored the messaging to the individual so it resonates upon first encounter.
Here’s a simplified example: you’re handing out flyers to all passersby to promote an event and all the flyers have the same information printed on them. That content is general enough that you could also put up signs in the area you handed out flyers in that same week, without seeming invasive. If, however, you mail personalised, hand-written notes to a carefully curated list of people to promote the event, telling each person why they’d enjoy the event based on intel you have about each of them, you have less need to put up posters near those people’s houses that same week. The message you delivered the first time likely resonated, and delivering more personalised information to those same recipients in a short space of time is more likely to make them feel annoyed, bombarded, or as though they’ve had their privacy invaded.
Sign up for the FREE event now while limited spaces still last – and we’ll see you there.
A new breed of marketing tools is here that leverages machine learning and psychology to pick high-converting creatives for your Facebook ads.
Growth Tribe’s Bernardo Nunes joins the conversation to talk artificial intelligence in marketing: how companies can leverage AI and cultivate tech talent.
Cutting-edge AI (artificial intelligence) research into how computers see marketing images is changing the way marketers build more successful campaigns.
Experienced Growth Marketer Mohamed El Hannaoui joins the conversation to talk growth marketing in startups and how AI is going to change marketing
Datasine discusses growth marketing, personalisation and AI adoption with Mitch Platt, UK Country Manager at Grow Tribe, ahead of his presentation at #SuperchargeMarketing.
Datasine’s CEO Igor Volzhanin outlines his MAD//Fest presentation, explaining why using content data and AI leads to a steep increase in ad performance.
Got your attention with the picture above? Great! I’m sure you’ll love the rest of this article. It probably doesn’t come as a surprise to you that we live in the age of visual culture. Ten percent of all photos ever taken by humankind took place in the last 12 months.
Serial Entrepreneur and Co-Founder of The Goat Agency, Harry Hugo, joins the conversation to talk social media, influencer marketing and founding Goat.
Datasine talks to Mack Grenfell, Biddable Lead at Babylon Health about falling into the industry, and how AI is helping marketers optimise spend.
Personalisation means connecting with your audience on a deeper level. Our Head of Psychology, Jergan Callebaut, looks at its many forms.
Head of Content & Product Marketing at Attest, Meagan Healey, joins the conversation to talk data-driven marketing and why aligning sales and marketing is a game changer.
Discover the benefits semantic content analysis brings, and how to utilise data, psychology and AI to predict the highest-converting content for your brand.
Facebook Ads A/B testing is crucial to understanding what marketing content works best. Datasine’s PPC Manager outlines how Facebook Ads A/B tests work in this simple guide.
Check out our top nine Mailchimp integration picks for empowering marketers to increase campaign metrics and improve customer experiences.
Data-driven marketing is a key focus for marketing teams today. I spoke with Alessio Pieroni, Head of Marketing at Mindvalley about how to practice it successfully.
Datasine discusses the tools that make marketing work, and finding the right balance when personalising communications with Karla Rivershaw, Head of Marketing at Turtl.
Datasine looks at the five of the best – and most affordable – tools on the market for creating and optimising Facebook Ads.
Growth hacking Facebook ads sends engagement skyrocketing and there are many ways to optimise paid ads to drive brand awareness and sales.
The data boom has driven focus on areas such as targeting, brand and reach for Facebook Ads, yet the creative remains the most impactful factor in successful Facebook Ads
Datasine talks about personalising marketing communications and marketing tools with Emma Wynne, Head of Growth Marketing at Pasta Evangelists.
Datasine’s Marketing Director, Cornel Lazar, shares the questions each brand must ask before rebranding, and Datasine’s journey to change its look and feel.
Email is one of the most effective marketing channels and Mailchimp has long been a favourite amongst marketers and growth hackers. Learn how to up your Mailchimp newsletter game with our growth hacks.
Datasine’s Performance Marketing Manager gives 3 simple steps for building better Facebook Ads, including optimising creatives and using AI
Datasine sits down with the two guest speakers of Marketing 20:20, Becky Simms, Founder and CEO of Reflect Digital and Social Media Expert Kieran S Lawler
While artificial intelligence (AI) has had little impact on the creative sector so far, AI has huge potential to optimise ad creatives
I sat down with our Marketing Director to discuss what a rebrand is, what goes into a rebrand and how Datasine approached the project.
We look back on our first day at MAD//Fest with presentations from Burger King, Virgin Trains and our own CEO Igor Volzhanin.
Adtech and martech are terms that are regularly conflated. Let’s put aside misconceptions to define adtech and martech – and their differences.
Images are the cornerstone of successful Facebook ads. We look at how to find the best images to create more effective Facebook ads.
How mirroring can help you level up the impact of your one-to-many communications, offering personalised content and customer experience.
Data-driven disruption is sweeping through creative industries. We sit down with Wayne Deakin, Executive Creative Director at Huge EMEA to talk about facing it head on.
Brand Manager and Founder of Maxtractor.agency, Magda Urbaniak, shares her best practices for brands paid and organic social efforts
Artificial intelligence (AI) is increasingly used in email marketing, learn how machine learning enhances personalised email campaigns.
Datasine sits down with Lemlist CEO Guillaume Moubeche to talk about delivering personalised email marketing experiences and building relationships.
Datasine Connect, Datasine’s AI platform, analysed the 12 official art posters for the Tokyo 2020 Olympic games to discover which was the most engaging for the UK population
A McKinsey report has concluded that marketers who use creativity and data together achieve a much higher performance for their brand
Data and AI are becoming more vital to the role of the Creative Director. Datasine sits down with Alex Colley, Creative Director of ikon, to find out more about the impact tech is having.
Datasine looks back at the five things we learned at Supercharge Marketing, from data-driven marketing to investing in learning new skills.
Facebook dynamic ads, or Facebook product ads, let you remarket to your audience. Find out how to use them in this simple guide to DPA ads.
Segmentation in marketing allows marketers to place customers into groups for targeting. We take a look at the types of market segmentation.
Datasine sits down with Flavilla Fongang, Creative Brand Strategist and Founder 3 Colours Rule to talk branding, neuromarketing and the future of the industry
Artificial intelligence (AI) should be taking marketing by storm, but its lack of interpretability for most marketers is holding back innovation and adoption.