Technology Featured APAC

Mobile marketing Adjust launches new advanced analytics solution

Bangalore, India — Mobile marketing analytics platform Adjust has launched Adjust Datascape, a new advanced analytics solution designed to deliver business-critical KPIs and performance metrics faster and easier. With the new solution, Adjust aims to provide mobile app marketers with unified data and expanded visual context in order to extract meaningful insights and make smarter strategic marketing decisions in real-time. 

“Agility is more important than ever as app marketers are tasked with analyzing campaign data from an ever-increasing number of sources and acting on it immediately,” said the company.

Adjust believes that Datascape helps solve the said challenge by providing marketers with access to all of their data from network APIs, attributions, consented AppTrackingTransparency (ATT) installs and SKAdNetwork (SKAN) campaigns in one place — which it deems to be a unique approach among mobile measurement partners.

“A mobile app’s success in this dynamic industry depends on smart and fast decision-making,” said Simon ‘Bobby’ Dussart, the newly appointed CEO of Adjust.

“As an enterprise-ready solution, Datascape solves marketers’ needs to easily view and analyze what’s working, or what isn’t, across multiple campaigns. Having this overview of their business performance and this level of insights, all in one place, allows marketers to optimize their strategy and focus on growth,” adds Dussart.

Datascape enables marketers to customize dashboards and reports to visualize user growth and cohorts, summarize extensive data sets, and analyze SKAN data, and includes performance marketing metrics at a glance, compare and contrast filters to view results across all apps as well as a SKAdNetwork dashboard to learn which campaigns targeted to users acquired through Apple’s SKAN framework are driving the most installs.

The analytics solution also features side-by-side network, attribution, SKAN, and ATT data in different combinations in a single view as well as a monetization dashboard with full visibility of profit and revenue metrics through numerous partner integrations and data sources. 

Technology Featured ANZ

Delacon partners with Tableau for multi-channel marketing

Sydney, Australia – Digital marketing company Delacon has partnered with analytics platform Tableau to integrate its call analytics technology with the Tableau platform. This in turn provides marketers with actionable insights and the capability to measure return on marketing investments across channels.

In addition, the integration of Delacon’s call analytics technology will feed rich call data into the Tableau platform which may then be matched against other data points to enable more effective marketing decision making.

Michael Center, CEO at Delacon said, “We are excited to be partnering with Tableau to help companies make more informed business decisions driven by data. Our call tracking data will enhance data sets in Tableau, delivering a solid solution for marketers to measure ROI from digital spend and marketing activities across channels.”

Meanwhile, Brian Matsubara, vice president, global technology alliances at Tableau, commented, “Delacon shares Tableau’s view that data should be leveraged to make informed business decisions. The integration of Delacon’s call analytics data enables customers to better gauge the effectiveness of their marketing resources. We welcome Delacon’s expertise in call analytics to the Tableau ecosystem.”

Delacon’s call tracking solution helps determine which marketing channels are producing the most calls, enabling optimisation of the right channels ensuring return on advertising spend.

Main Feature Technology APAC

How data helps unlock new business revenue streams

Going back to basics

COVID has turned businesses upside down and highlighted weaknesses in legacy systems used within organisations. Organisations are now in a position to consider either resuming business-as-usual practices or seeing the pandemic as a fresh opportunity to reinvent in order to thrive in the new economy.

Those who have gone ‘back to basics’ and rethought a more innovative, data-driven approach are strategically driving revenue, enhancing customer experience, and managing costs. In fact, more than ever before, data and analytics, combined with faster delivery, reliability, and scalability are now critical to uncover new revenue streams and enhance commercial offerings.

Data is data, how you derive insights unlocks its value

There are now over 44 zettabytes of data being generated every year. At an organisational level, a business can have millions or billions of data points, but it is the insights you can glean from the data that hold value. So how do we take the right data sets and turn them into actionable insights that support business objectives like revenue growth, enhanced customer experience, or cost management?

Critical data-driven revenue pillars explained

There are two pillars of generating revenue. First, organisations can infuse analytics seamlessly at key decision points and go beyond traditional dashboards. To achieve this, organisations need to articulate their insights outside the dashboard. While dashboards are handy to communicate data, they do not drive actionable insights as staff are unlikely to check the dashboards every morning.

The real value is created when data-driven insights and critical data sources are available at key points of business decision-making. Organisations want their data to be relevant, in context, and personalised. When the right data sets are available at the right place and at the right time, organisations will derive far more valuable insights to drive faster decision making at scale. By infusing analytics at those key decision points, organisations have an exciting opportunity to monetise and leverage these data-driven insights immediately.

The second pillar of generating revenue is by embedding data into the solutions, applications, and interactions leveraged by key stakeholders such as customers, partners, and suppliers.

A common sentiment is “we want it better, faster, cheaper but you can only do two.” However, stakeholders want all three. So how do organisations get better margins from the data they have?

By leveraging the power of data, it’s easier to understand business problems and goals such as generating revenue or addressing a customer issue, which therefore optimises stakeholder interactions, enhances customer experience, or manages costs.

Standing out from the crowd

Having the right tools to decipher through data and give an organisation the right information at the right time can be revolutionary to a business.

As an example, Sisense recently helped a large retailer remedy their customer ‘churn’ problem by infusing data analytics across the organisation.

Before leveraging Sisense, the retailer had many manual processes. Their staff was required to check an Excel spreadsheet every morning to view and enter data on customer orders. Sometimes the staff found that an order was delayed for more than 72 hours and the customer hadn’t been contacted.

Once the retailer began infusing analytics into the business, employees started getting an alert about delayed packages. As part of the alert, the staff member was given a list of actions they could activate to compensate the customer for a delayed order, such as a free gift or discount.

These alerts are all now API driven. The insights are sourced from the dashboard and automatically offered to the staff member at the point of decision making. The team no longer needs to access a dashboard or an Excel spreadsheet to understand what they need to do. The process is instantaneous. When something happens, the staff gets a message immediately.

By ‘infusing’ data analytics, the retailer has now significantly improved its customer experience. Their customer satisfaction increased, repeat sales became more evident, and complaints decreased significantly around the holiday season. And this is just one of hundreds of examples of great data-driven strategies currently revolutionising business operations all around the world.

New year, a new way of working

Looking back, the way data and insights have been procured has evolved significantly over the past thirty years. In the 1990s, organisations required help from large enterprises or the IT department to access data-driven insights. It was a cumbersome and lengthy process that could take over a month.

The mid-2000s saw the advent of desktop solutions, business intelligence, and analytics. Data visualisation and storytelling became important for future-focused organisations as they allowed them to manage the data internally. These were the best-of-breed solutions.

Now, organisations have next-generation technology, cloud-based solutions, API driven and AI-driven machine learning solutions. Technology is changing constantly and offering more exciting and groundbreaking new opportunities.

These dynamic changes to technology means that organisations are at different stages of the analytics maturity curve. Some organisations are still using manual Excel spreadsheets to manage their data, while others are at the cutting edge of innovation, leveraging data in exceptional ways to drive business growth.

With the landscape evolving so rapidly, we are currently on the precipice of change once again with infused analytics. The new year brings with it exciting opportunities to unlock new revenue streams, infusing analytics into commercial offerings, and turnaround operational efficiencies at scale – all through the power of data.

This article is written by Rohan Persaud, director of channels and alliances at Sisense for APAC.

Sisense is a business intelligence company. Sisense Fusion is its highly customisable and AI-driven analytics cloud platform that infuses intelligence for companies.

Platforms Featured Southeast Asia

Consumer analytics firm Milieu Insight launches new features for mobile app

Singapore – Southeast Asia research and analytics firm Milieu Insight has unveiled the new update of its mobile survey app, Milieu Surveys, which provides flexibility and convenience of gaining insights into localized trending topics.

Milieu’s opinion-sharing community is made up of an extensive representative panel across all ages, and segment groups, enabling quality consumer research results at quicker turnaround times. Milieu Survey’s innovative survey technology allows respondents to take surveys, polls, and quizzes, as well as learn, and earn at the same time.

The new app update builds on its previous version, focusing on offering a superior user experience with a host of new gamification features. By utilizing highly visual gamification elements, language localization features and engaging, interactive content, the new app experience encourages active participation and delivery of high-quality data.

The new key features include ‘play’, which allows users to earn points from participating in surveys, taking daily quizzes or ‘Hot Topic’ polls, and also earn booster points from time to time. It also includes ‘track’, which enables users to view their status tier and track how many points they have earned, surveys completed, and activity history. And lastly, the ‘spend’ feature, which allows users to redeem their reward points for attractive items such as shopping vouchers or donations to charity.

Gerald Ang, Milieu Insight’s founder and CEO, shared that they started Milieu Insight to make market research accessible to everyone – consumers and businesses alike.

“We are excited to have reached a new milestone with our Milieu Surveys mobile app, as we continue to innovate and find new ways to transform the market research landscape, empowering our clients to move beyond legacy ways of conducting consumer research,” said Ang.

Meanwhile, Stephen Tracy, Milieu Insight’s COO, commented that the success of their data collection app, Milieu Surveys, was built on their unwavering commitment to user-centricity.

“Our latest app upgrade doubles down on our commitment to offering our users a great experience, while adding exciting new features and ways to collect new types of data that are opt-in and permission-based,” said Tracy.

Technology Featured Southeast Asia

Comscore taps ex-Universal Pictures Han Seng Lim as client services lead consultant for SEA

Singapore – Media measurement and analytics company Comscore has tapped former regional vice president for sales and marketing for SEA at Universal Pictures Han Seng Lim as its new client services lead consultant for Southeast Asia, where he will continue to build on the relationships that Comscore established with both existing and new clients.

He brings into the company more than 20 years of business experience and sales success across the movies industry in Asia.

During his stint at Universal Pictures, he has left a track record in exceeding business goals through market development and building client relationships. Previously, he held a variety of senior roles in the movies industry, including at United International Pictures.

For Frank Perikleous, vice president for movies for APAC and AUS at Comscore, Lim’s experience within the region and his vast understanding of the market will strengthen their insights into the theatrical business in SE Asia. 

He added that with the reopening of many SEA markets after long periods of lockdown, it will be essential that data analytics and collection assist in the rebuilding and growth of the movie industry.

“Along with providing Comscore’s International Box Office Essentials (IBOE) service, which is the world’s leading box office database, Lim will also provide the exhibition community with access to the latest technologies in data analytics and marketing intelligence through leveraging Comscore’s relationships with Showtime Analytics and Gower Street to give the industry unprecedented information, communication platforms and coverage of the region,” Perikleous concluded.

Comscore has been tapped by dentsu Media during this year in order to instigate change in television measurement by enabling the adoption of advanced audiences and the move to impressions.

Platforms Featured ANZ

Afterpay launches new analytics platform catered to merchants

Sydney, Australia – Australia-based buy now pay later (BNPL) global fintech platform Afterpay has announced the launch of Afterpay iQ, its new dedicated analytics platform catered to merchants using their services.

With this powerful new tool, brands can gain access to valuable customer-centric analytics to help optimize investment and drive growth.

Entailed within the new analytics platform are AI-powered insights, visualizations, and real-time data are delivered in one, highly accessible self-service user interface. Furthermore, brands can evaluate marketing performance, omnichannel shopping volumes, and demographic summaries down to the store level.

Lastly, there is an embedded recommendation engine in the platform that offers insightful actions to optimize business performance based on analytics.

The launch of the platform coincides with Afterpay’s launch of their quarterly report on millennial and Gen Z spending, where they found that millennial and Gen Z share of spending will increase to 48% by 2030, demonstrating their continued strong influence on the economy as these cohorts reach peak earning years. The report also showed that this generation has an increasing preference for BNPL.

“Gen Z and Millennials are driving change at the intersection of culture and commerce – so it’s no surprise they have been key adopters of Afterpay and BNPL more generally,” said Mark Teperson, chief strategy officer at Afterpay.

Furthermore, they also noted that spending by Gen Z and millennials has recovered faster than older generations, up an average of 13% from pre-pandemic levels. Small-business spending is also increasing among this generation – up an average of 220% since early 2020.

“Having built our business by connecting this next generation of shoppers to the best brands in the world, Afterpay is in a strong position to help its retailers navigate this demographic by providing unparalleled insights into the world’s hardest to reach customer cohorts,” Teperson concluded.

Marketing Featured APAC

The Coca-Cola Company names Anupama Biswas as senior director for Analytics & Insights in APAC

Singapore – The Coca-Cola Company, the global beverage company that owns the world-famous beverage brands Coke and Sprite as well as a portfolio of hydration, nutrition, juice, and dairy, and sports, and coffee and tea brands, has appointed media, digital, and analytics veteran Anupama Biswas as its new senior director for its Analytics & Insights team in the APAC region. 

The appointment comes as the company progresses on a major strategic transformation, including rewiring to become a more networked organization. Biswas will become part of a new team called Platform Services and will be leading the company’s analytics and insights for four operating units in the APAC region. 

Biswas brings with her almost two decades of experience in media, digital, e-commerce, and analytics, and business strategy across leading consumer packaged goods (CPG) companies such as Procter & Gamble, Unilever, and Colgate-Palmolive. Her expertise includes combining data-driven insights, creativity, and pragmatism to develop organizational alignment, focus, and a clear path to growth. 

Biswas most recently comes from Kellogg Company as its regional director for e-commerce, media, and analytics in the AMEA region. In her last assignment, she has implemented digital transformation and drove change management within the organization by building in-house digital & analytics capabilities.

Meanwhile, her experience on the agency side has had her working particularly with GroupM agencies, such as Maxus, which is now Wavemaker, and also Mindshare. For a little over a decade, she was with MediaCom in its Singapore team. 

In an interview with MARKETECH APAC, Biswas shared that her role will be focusing on delivering actionable insights to drive business growth. The specific areas she will be handling will be commercial in nature, such as consumer segmentation and revenue growth management. 

Biswas shared that over the near term, her responsibilities would be more focused on building a team and on building the analytics framework, while over the long run, the goal would be to make the jump from descriptive analytics to more predictive and prescriptive solutions.

“I am super excited to be at The Coca-Cola Company. This is a company that I have always admired and it’s a privilege to be here. I look forward to driving a data culture and unlocking analytical solutions to deliver actionable insights to further fuel business growth,” said Biswas. 

Meanwhile, Alex Clarke, the global head for Analytics & Insights at Coca-Cola, and to whom Biswas will be reporting, commented, “We are thrilled that someone with the talent and experience of Anu has chosen to join the Coca-Cola Analytics & Insights team. This is an exciting time to join our company as we step-change how we leverage analytics and data science to support our growth ambitions. Anu will play a key role in the region in helping us achieve our goal of being a truly data-driven organization.”

Technology Featured APAC

APAC businesses eye investing in insight, analytics capabilities for top marketing goals: report

Singapore – The digital disruption during the offset of the global pandemic has made businesses in the Asia Pacific prioritize investment in improving insight and analytics capabilities, a new report from computer software company Adobe shows.

The APAC-centric report shows around 49% of businesses willing to invest in insight and analytic solutions for their business to achieve their top marketing goals this year. In addition, one third (35%) of ANZ leaders believe their organization has strong capabilities in accuracy, actionability, speed, and access of insights, while Asian leaders are far more pessimistic at around 9%.

With that in mind, leaders in ANZ think their interest in investing to analytic support is a focus on personalized customer experience as 33% of respondents agree to this reasoning, while Asian leaders are committed to enabling digital customer acquisition (35%).

Duncan Egan, vice president of DX Marketing, APAC, and Japan at Adobe commented that organizations with better access to insights are more likely to say their customers are positive about their digital experience compared to their peers with lower levels of insight.

“For brands across every sector, 2020 brought a loss of predictability. Organizations of all kinds were driven online at an accelerated rate, creating a wave of new digital customers with increasing expectations. Customers now have the upper hand in the ‘digital relationship’, with more than half of marketing respondents across APAC reporting unusual changes in customer behaviors and journeys in 2020,” Egan said.

He added, “A company with a strong customer experience (CX) strategy is more likely to achieve long-term growth than its competitors, as they are better positioned to adapt to changeable customer behaviors and markets. This report highlights that organizations need to accelerate their insight and action capabilities by moving to more flexible technologies and cloud-based platforms, as well as a unified and real-time view of the customer journey.”

The report also showed that respondents who are confident about their company’s customer experience feel optimistic about their corporate strategy (63% in ANZ vs. 73% in India vs. 56% in Asia) and their own prospects for career growth (61% in ANZ vs. 70% in India vs. 57% in Asia). In addition, organizations across APAC report three significant barriers that are hampering marketing and experience: legacy technology and systems (51% in ANZ, 37% in India and Asia), workflow issues (38% in ANZ, 33% in India, and 48% in Asia), and a lack of digital skills and capabilities (34% in ANZ, 24% in India and 43% in Asia).

Egan explained that the manifested data has been a result of the current shift to remote work, which in turn has a significant and enduring impact on businesses moving forward, requiring new marketing strategies for reaching and keeping customers.

“Companies have never been more interested in being agile and adding new capabilities for seamless digital execution, with one third (34%) saying they’ve been unusually agile and able to make quick decisions,”said Egan. 

“A hybrid approach to technology – comprising cloud and other data management systems – allows organizations to be flexible and collaborative, letting them work better with existing solutions and quickly integrate new ones. The effects of such an approach within these organizations can be seen in the improved capability in key areas of analytics and insights, added Egan

Furthermore, the report also found that transparency is still lacking with only a small number of leaders (13% in ANZ and 12% in Asia) claiming their organization is effective at communicating how data is collected and used. Also, only 10% in ANZ and 13% in Asia believe they are highly effective at communicating the value offered in exchange for customers’ consent when they first encounter the brand.

Lastly, Adobe reported that most organizations are still a long way from authentically displaying digital empathy. Just over a third (37%) of Indian executives have significant insights into customer mindset, followed by 27% in ANZ and 19% in Asia. Drivers of purchase, friction points, and attribution of how marketing actions relate to customer behavior fare only marginally better.

Marketing Featured Southeast Asia

AppsFlyer promotes Sanjay Trisal to general manager for INSEA, ANZ teams

Singapore – Global SaaS analytics platform AppsFlyer has appointed Sanjay Trisal as its general manager for the teams in India, Southeast Asia, Australia, and New Zealand (INSEA/ANZ) to strengthen regional collaboration for greater market optimization.

Trisal will be responsible for AppsFlyer’s regional growth over multiple markets across INSEA/ANZ, improving cross-border collaboration and ensuring smoother efficiencies across teams. As Trisal is currently based in India, he will first oversee, plan, and coordinate operational strategies. For his new role, Trisal will also be playing a critical role in strengthening AppsFlyer’s commitment to the ANZ region, as the expansion only happened last November 2020.

Prior to his promotion, Trisal was AppsFlyer India’s country manager for almost six years and has grown AppsFlyer’s presence in India across all verticals and domains. During the shift to work-from-home in early 2020, he has set up a strategy that ensured good productivity results and one that retained backend processes intact for the team in India.

Before joining the AppsFlyer, Trisal has had more than 20 years of strong sales, new business development, and management experience in the IT, high-tech, and consulting sectors. He spent almost three years as head of sales at mobile ad platform InMobi and was responsible for expanding the LATAM market.

Commenting on his appointment, Trisal said that the regional collaboration will continue to be the key to their success, saying that he is excited to be in a position to work across core markets to drive business objectives and grow to meet the demands of the region alongside a high-performing team.

“AppsFlyer’s solutions help marketers to work smarter and fuel data-driven initiatives in a market that is constantly evolving. I look forward to tapping into the numerous opportunities INSEA/ANZ offers,” added Trisal.

Meanwhile, Ronen Mense, the president and managing director of AppsFlyer for APAC region, said that they are very pleased that Trisal is taking on a broader role in AppsFlyer, as the company has been growing over the last year. He further shared that with the opening of the latest APAC office in Sydney, Trisal’s remarkable talents will surely bring cohesive collaboration across their core markets.

“Sanjay’s notable accomplishments in India make him a perfect fit for this new role and we have full confidence that he will play a critical role in spearheading a successful collaboration between regions,” said Mense.­­

Technology Featured ANZ

AI analytics platform HypeAuditor launches new tool for influencer marketing campaign insights

Sydney, Australia – HypeAuditor, an AI analytics platform for measuring effective influencer marketing, has today released a new competitor analysis tool called Competitor Grid, which allows brands to check the reach of influencer marketing campaigns of their competitors.

Through the new tool, Competitor Grid gives marketers the ability to easily analyze the performance of competitors’ influencer marketing campaigns. Arming them with important information, such as the full list of influencers they work with, analysis of the creatives used, and amount spent per post on a campaign. HypeAuditor’s aim is to help marketers make more strategic decisions for their brand’s influencer marketing activity. 

Furthermore, the tool gives users full access to analytics on how competitor brand’s influencer marketing campaigns are performing, including a close analysis of the following criteria namely engagement rate, audience quality, influencer quality, cost per engagement, and reach.

Competitor Grid’s development comes in response to the demand from marketers, as highlighted in research conducted in January 2021 by HypeAuditor, which found that 1 in 3 marketers (31%) are unaware of the influencers their competitors are working with, whilst almost half (45%) do not know the audiences their competitors are targeting through influencer marketing and with 87% finding it helpful to get a list of Instagram posts with competitors’ mentions.

“As influencer marketing matures, brands are reevaluating how they work with influencers. Instead of one-off deals with hundreds of influencers, all using the same copy, marketers, and agencies are now looking for more long-term, authentic partnerships that give influencers more creative control.” said Alex Frolov, CEO of HypeAuditor

Following the release of Competitor Grid, HypeAuditor conducted a research analysis of Australia-based brands and measured them against each other based on Instagram influencer marketing.

In the study, HypeAuditor noted that Australian home-grown brand Chemist Warehouse is the highest performer in influencer marketing in Australia, in terms of beauty brands. HypeAuditor notes such strong performance due to the brand achieving 1.51% average engagement rate for the quarter, an average cost of $0.32 per engagement, and 89 sponsored and likely sponsored posts from 61 Instagram influencers such as Sophie Monk, Christina Sikalias, and Jules Robinson.

The research also noted that global beauty brand Sephora failed to compete against its Australian local counterparts, with home-grown brands like Bondi Sands and Priceline Australia still taking the lead in influencer marketing reach.

“To do this effectively, they need data that they can rely on when developing influencer marketing campaigns. Our new Competitor Grid answers these new needs and helps marketers make the right decisions when looking at implementing an influencer marketing strategy, based on valuable information gathered about competitors’ strategies,” Frolov added.