Former Telstra marketing executive Jarther Taylor to lead Datarati
Former Telstra and IBM executive Jarther Taylor has been named as the CEO of marketing automation specialist Datarati as the company prepares to expand its operations beyond the marketing sector.
Jarther Taylor will take over from founder Will Scully-Power
Taylor oversaw marketing to Telstra’s small and medium business customers and had previously been with IBM in a range of marketing and consulting roles.
He takes over from founder Will Scully-Power who told Mumbrella the appointment opened the door to extend the range of Datarati’s offerings.
“The industry we are in is rapidly changing and it’s not just around marketing automation anymore – it’s about business automation,” Scully-Power told Mumbrella.
“There is a massive change in terms of this being more than just marketing and with that comes a whole different type of discussion.”
He said that Datarati had historically been focused on talking to marketing directors, heads of digital and CMOs.
“But where we are taking this is into the CEO C-suite and at board level. I liken it to our vision of we want to become the McKinsey of marketing automation and CRM,” Scully-Power said.
“I liken it to the fact that if a CMO leaves Telstra, McKinsey, Accenture, Deloitte don’t. With that comes the requirement for a leader that can have those discussions to build those relationships and grow our business strategically.”
Scully-Power said marketing automation would extend across four pillars: retail, financial services, insurance and health care.
Companies Datarati has been working with recently include Toyota, IAG insurance and Macquarie Bank.
With Roche diabetes healthcare, the company has built an artificial intelligence algorithm that validates receipts in pharmacies when a person buys a blood glucose monitor that connects back to Roche and builds an immediate relationship with the customer.
He said the key to the next stage of the business was moving the idea of automation and AI out of the marketing department and across business.
“To really deliver good customer experience this needs to be enterprise wide, it’s not just about a tool that automates campaigns or a CRM system that gives you a single view of customer,” he said.
“It’s really about how to connect different parts of the organisation, connect the data, and ultimately deliver that cross-channel customer experience.”
