ADMA to become AADL

Friday, 25 August, 2017

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An organisational restructure has been carried out at the Association for Data-driven Marketing and Advertising (ADMA).

All four of the association’s sections will operate under a broader business network known as the Australian Alliance for Data Leadership (AADL).

Three additional associations have been added to ADMA over the past 12 months, including the Digital + Technology Collective (D+TC), the Institute of Analytics Professionals of Australia (IAPA) and Data Governance Australia (DGA).

Each association has a common thread — data and the customer — but with a different angle and representing a different business division and professional community. Each has its own core focus, objectives and member communities that champion their association goals. Under the new network, each association also retains its current board to ensure full representation of the industry.

“The role of data has extended so it fuels all aspects of business. It is not enough to look at just data and marketing, but instead provide leadership across how data plays a role in business,” said Jodie Sangster, CEO of AADL.

“The new network of associations allows us to do just that. ADMA will continue to go from strength to strength — but this new structure also allows marketers who have a broader business perspective to gain further knowledge, network and support into analytics, digital and data governance. For our three other associations, they are no longer confined by the shackles of marketing but can now expand and grow as a cross-business discipline with digital, analytics and governance represented at the broadest levels.”

This new structure will put all four associations under a level playing field, ensuring that they can work collaboratively on data-driven issues and extend out to other areas of business. This will also allow the associations to benefit from a shared services model to ensure maximum efficiency and member value.

The new AADL board will comprise the chair of ADMA, D+TC and IAPA as well as four new appointees — experienced directors who represent aspects of the broader industry.

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