'Ethical personalisation’: How a leading CX, martech convert at Norths Collective is (finally) proving ROI on tech stack investment, not just campaigns; engagement rates rocketing over global norms; Lion hungry to tap its member app and loyalty program

Ask any marketer with CX and martech in their remit to prove the return on those investments and it can get a little awkward. But CFOs are increasingly asking the same question. Here’s a full and frank download from a marketer doing exactly that: assessing ROI on its customer experience strategy - on and offline - after going all in on Salesforce, just before the pandemic hit. Rob Lopez, GM of CX, Brand and Innovation at Norths Collective – which operates eight venues and clubs and two fitness centres across Sydney – has embarked on "Project ROI" to quantify its contribution to profit. Lopez already knows the transformation is working: engagement rates are through the roof thanks to what he calls “ethical personalisation” and the firm is able to attribute comms output to member action, digitally at least. Now it is digitising memberships to better understand offline – or in-venue – activity. The kind of insights it is delivering to the likes of Lion has the drinks giant smacking its lips to get inside the new app. Meanwhile, smarter data and analytics capability means Norths is de-risking its next phase of growth – because it knows the dollar value existing members can bring to new venues “before we even open the door”. Lopez has five tips for marketers embarking – or rethinking – their digital transformation strategies. 

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