Marketing technology company Thread has launched across New Zealand and Australia, giving marketing teams a single place to record, understand and learn from their marketing activity.
Making sense of marketing is increasingly difficult as activity, data and decision-making become fragmented across channels, teams and platforms, says Thread.
The result is a loss of invaluable organisational knowledge. Context evaporates as people move on, while new campaigns are often planned without the benefit of what the organisation has learned before. Thread has been built to change that, the company adds.
All in one
Thread’s intelligence platform brings marketing activity, investment, performance and the context behind it together in one consistently structured place.
From campaign briefs and media plans to budgets, creative, results and learnings, it builds a cumulative picture of an organisation’s marketing that becomes more useful with every piece of activity added.
Troy Fuller, Thread co-founder and CEO, says: “Marketing teams aren’t short of information. The challenge is turning all of that information into something they can actually use.
“Most organisations have years of marketing knowledge sitting across reports, presentations, inboxes and marketers’ heads. Thread gives that activity a home and then puts it to work, allowing teams to not only understand what happened and what was achieved, but, most importantly, why. Those learnings can then be used to make better-informed decisions next time.”
Search, compare and understand
The latest New Zealand companies to join Thread include DB Breweries, ANZCO Foods, FreshChoice supermarkets and Metlifecare, with discussions underway with a number of Australasia’s leading brands.
At the heart of Thread is the Track feature which captures every aspect of marketing activity, from brand campaigns and product launches to shopper promotions and always-on social media, into one consistent organised history. This allows teams to search, compare and understand activity across brands, channels and markets over varied and complex timeframes.
Thread’s Smart Add tool enables marketers to add the documents they already use, including campaign briefs, media plans, budgets, recommendations and post-campaign reviews. Thread then maps what it finds onto its proprietary framework so teams can simply review, confirm and add it to their activity library.
Marketers can then use Ask Thread to pose natural questions about their own marketing activity and receive clear answers based on their context, performance and campaign history.
Structure the messy reality
Phil Newman, Thread co-founder and chief product officer, says: “Marketing has spent years investing in measurement, but very little in memory. Teams shouldn’t have to rebuild the story every time someone asks what worked. Thread’s imbedded AI capability now makes it possible to structure the messy reality of marketing without creating more manual work.
“Unlike brand tracking platforms, media dashboards or attribution tools, Thread captures not only the numbers, but also the reasoning behind them, preserving recommendations, creative decisions and campaign context alongside the performance data.”
New Zealand multinational meat producer and exporter ANZCO Foods is already using Thread for their Angel Bay brand.
Marketing manager Becky Turnbull says: “Before Thread, half our campaign history lived on our server and the other half in my inbox. Now it’s all in one place, for the entire team. I’ve just put $3.5m of activity into Thread dating back to 2022. Now I’m not writing reports from scratch anymore.”
Built on industry experience
Fuller has spent more than 20 years in advertising across New Zealand and Australia, including leadership roles within the Clemenger Group, before founding independent creative agency Multiplied in 2021.
Newman has worked in advertising production and operations roles for 15 years, including senior positions at dentsu, before moving into automation and AI within the marketing and advertising team at ArchiPro, later founding AI and automation studio Chuffed.
Thread’s analytical foundation was developed in collaboration with data science lead, Hayley Clinning, who brings more than a decade of analytics experience to the platform.
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