Andrew Birmingham

Andrew Birmingham

Andrew Birmingham is the editor-in-chief and publisher of Which-50. He is the former associate publisher of The Australian Financial Review and remains a contributing editor, and during his career he has reported on the Australian technology, finance, life science and related sectors over a period spanning 20 years. His work has been published by The Australian Financial Review, The Australian, The Sydney Morning Herald, The Age, MIS, Computerworld, CIO, ARN, Network World, CRN Australia, and My Business. He is also the CEO and a director of Silicon Gully Investments with investments in two internet startups.

marketing roi

Simple conversion rates are not enough to measure true marketing return on investment, says Aprimo’s Chief Product Officer, Kevin Souers, suggesting marketers instead map out the entire customer journey if they want to fully understand where their money is working hardest. Traditional methods of measuring marketing success generally direct every

All marketing is performance marketing, says Ashu Garg, General Partner at Foundation Capital, an investor with a long pedigree in advertising and marketing technology. Foundation Capital’s bets include such well-known businesses as AdRoll, Responsys (acquired by Oracle)  and TubeMogul (which was subsequently acquired by Adobe). Its most recent investment was

Groceries, Amazon, Whole Foods Market

Amazon is buying Whole Foods Market, for $42 per share in a deal that values the grocery outlet at $US13.7 billion. The acquisition is seen as a move by Amazon to more aggressively target the grocery section of retail has proven more stubbornly resistant to digital channels. Sign up for Which-50’s Irregular

In addition to everything else that Uber has disrupted, the company with one of the most viciously sexist management teams imaginable even seemed to be immune to the idea — long held as gospel in the business world — that culture matters. But it turns out that the man-boys running

Technology, capabilities and the need to fuel innovation are three reasons why the worlds of AdTech and MarTech are merging. That’s the view of Ben Sharp, Asia-Pacific Managing Director and VP. He made the comments during a recent industry round table into the subject, hosted by AdRoll and facilitated by

“Marketing is in an interesting situation due to the explosion of consumer experiences.” That’s the view of Kevin Souers, Aprimo’s Chief Product Officer, who says consumers now expect a highly unified experience, where their online and offline worlds neatly converge. This outcome is in turn driven by the service-based app

Customer participation and information exchange are the two critical dimensions that inform a company’s approach to customer experience. That’s our key take-out from a study by Capgemini and the MIT Initiative on the Digital Economy, called “From UX to CX: Rethinking the Digital User Experience as a Collaborative Exchange”. According

There has been a big spike in companies around the world upgrading their approach to digital from tactical responses to strategic planning, according to the recent global Harvey Nash/KPMG CIO survey. The survey is an annual event and highly regarded around the world. This year, it sought views from almost 4500

Mary Meeker

If you don’t know who Mary Meeker is, you are on the wrong site. For the rest of us, it’s time to dust off our PowerPoints, because the Kleiner Perkins Internet tsar is back with her famous State of the Internet Address — and this time it has blown out

The Australian marketing and advertising world remains sharply divided over viewability and still cannot even agree on the basics of definition, despite global standards on the issue being clear. With Google and Facebook pretty much writing their own rules, it might look a bit like the rounding errors fighting over