RMIT University has launched Marketing Technology Lab, an immersive learning environment giving marketers experience with technologies transforming retail and customer engagement.
The lab has been formed in response to organisations facing growing pressure to balance data collection with the privacy and trust consumers expect.
Jason Pallant, founding director of the RMIT Marketing Technology Lab, said the lab aimed to prepare graduates for the responsibility that comes with new technology.
“Our role is to prepare graduates who understand not only the technology driving this transformation, but also the responsibility that comes with it,” he said.
“Consumers expect personalised experiences, but they also expect businesses to respect their privacy. We believe innovation and privacy should go hand in hand.
“By creating a safe space to explore the challenges of balancing privacy with personalisation we are promoting a privacy-first approach to benefit organisations and consumers alike.”
Shane Duggan, senior industry fellow, economics, finance and marketing at RMIT, said the lab could help set a standard for martech education.
“With the technology and business partners we’re already engaging, the RMIT MarTech Lab has the opportunity to set the global standard for MarTech education, research and practice,” he said.
“Technology alone does not create better customer experiences – trust does. This lab gives the next generation of marketers the opportunity to explore how organisations can use data and AI responsibly while delivering the personalised experiences customers expect.”
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