Marketers in Asia are now facing a fast-evolving landscape, with fickle online consumer behavior, a changing data protection landscape and expectation, and maturation of advertising technology understanding and usage.
It is with this context that AdAsia Holdings, together with Arm Treasure Data, held the first-ever DataFuture Bangkok in Thailand, with over 200 marketers in attendance.
With a focus on first-party data, DataFuture Bangkok looks to equip marketers and advertisers with actionable insights and best practices to maximize, manage and activate data across marketing touchpoints.
Starting off proceedings with a short welcome speech was Otohiko Kuzutsumi, COO and co-founder of AnyMind Group. Noting that the global amount of data will increase by more than five times in five years (storing all this data on DVDs will circle the earth 222 times!), Asia, including Japan, will become the region with the highest amount of data in the world.
Marketers, now more than ever before, need to prepare for a future where data becomes the key marketing commodity. A possible solution to how marketers can activate their data would be to approach this with goal-based thinking — understanding users’ goals and using data in a way that helps users to achieve those goals.
Online to offline data synergy
With this at the top-of-mind for attendees, the first speaker took to the stage. Kamlarp Satchavarodom, Data Monetization Director of BSS Holdings, a subsidiary of VGI, BTS Group, shared about how BTS Group is using data across their advertising, payment and logistics verticals.
With a reachable audience of over 30 million users, Satchavarodom deep-dived into the implementation of a customer data platform (CDP), allowing for the synergy between silo-ed data and a 360-degree view of the customer, and providing a more personalized and valuable online and offline environment for marketers to reach their audiences.
The marketing department of the future
AnyMind Group’s Director of Strategic Initiatives, Vivek Misra, then took attendees on a journey through changes in the marketing data landscape, with data-as-a-service maturity, data enrichment at scale, smarter business intelligence, storytelling at scale, easier data science and a stark increase in channels and use cases for marketing, key drivers for the future of marketing.
Shifting focus to the future marketer’s role, four key traits were highlighted. The future marketer would have to be a transformation catalyst — someone who can bring transformation to the organization, whilst incubating innovation within the function. The future marketer will also have to be a value architect — finding out where is the value for the business, and what should be invested in further, and a lifelong learner.
Being prepared for the future of marketing is important, and so is equipping yourself with the right tools.
A key tool for marketers in the future
Kengo Horiuchi, Marketing Director of Arm Treasure Data, shared how Arm Treasure Data’s eCDP allows marketers to unify their available data. Housing data inputs including 1st-party ad log and cookie data, along with device, social, CRM, transaction and customer attribute data, along with integrations with 2nd and 3rd-party DMP data like cross-device, weather, geolocation and interest data, marketers can easily activate audiences across advertising, marketing and CRM triggers.
This is increasingly important, as IoT, AI and robotics increasingly come into play — once again evolving how advertisers can better reach their audiences.
Organizational implementation of CDP
Future of marketing, check. Tool for marketers, check. Use case, check. Next up were Haruku Ishikawa, Lead, IT and Digital Marketing, and Taketo Yoshida, Senior Software Engineer of Tri Petch Isuzu.
Being the pioneers of Isuzu’s digital marketing efforts in Thailand, they shared with the audience on how they implemented Arm Treasure Data’s CDP solution. Starting from basic digital marketing, they linked online data (including advertising and LINE) and offline data (core data systems), providing a 360-degree customer view and marketing activation for the marketing department.
Discussing the future of marketing
That’s not all! The speakers once again took to the stage for a candid discussion about the knowledge and skillsets that have helped prepare them for a data-driven marketing future, and key components of the future marketing department structure.
On how the future marketing department will be, Horiuchi said that it’s important for the marketing team to possess a variety of skillsets that when synergized, can function as a single, agile unit. Bringing an example of customer implementation, he said «one person needs to be able to drive adoption with the upper management and team, and another for the technical implementation across business platforms» — an essential piece for marketing teams to leverage on organizational data.
Satchavarodom added that one of the most important skills for marketers in the future would be in developing use cases to understand the user, and translating this into data requirements. For this, marketers will need to understand the available tools and data options, and matching it to business requirements and department hiring needs.
At the same time, topics around organization strategy (how should marketers drive digitalization and data from their seat in marketing), data talent strategy, data prioritization, and the opportunities in online to offline marketing, were discussed.
With a focus on Thailand, Ishikawa shared that (marketing) digital transformation in organizations only happens when the marketing team is able to prove that online ROI is better than offline spend — building out from where customers are engaging with your brand, and measuring from there.
Another point discussed centered around functions within a data team and talent strategy: having people who understand commercial use cases of data (both internal and external data sources), data product development or integrators and data platform expertise, and data partnerships — sourcing and contracting of data vendors.
One of the facets unlocked by the abundance of data available to marketers today is online-to-offline marketing, and Kozutsumi commented that right now, we’re generally still at the stage of tracking and attribution — but this does not drive business performance. However, we are seeing an increase in solutions like DOOH essentially connect the physical and digital worlds, allowing marketers to have clearer business returns.
The data-driven future predicted yesteryear is now upon us — are you ready for it?
The flagship DataFuture event looks to equip marketers across Asia with the necessary knowledge and tools for a data-driven marketing future.
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