Sydney, Australia – Automotive business Servco, one of the largest Toyota dealer groups in Australia, has tapped customer data platform (CDP) Amperity to handle its customer data strategy to achieve a comprehensive view of the customer and drive better insights for the company.

Servco has previously worked with Amperity in 2019 to connect siloed customer data across its businesses, create accurate 360-degree views of their customers and households, and get actionable business insights to better build customer trust.

The automotive business faced similar business challenges to that of its global headquarters but had the added challenge of having a number of legacy systems that came by way of an acquisition. With thaat, Servco needed an easy way to consolidate all of these disparate systems and make the data actionable. Amperity was able to provide a next-generation data foundation to unify all of Servco’s customer data into one centralised location.

Kane McHardy, chief operations officer at Servco Australia, said, “With Amperity, we’ve been able to successfully harmonise all of our data from across multiple disparate systems to achieve a unified view of each customer. This has provided us with more insights, enabling us to offer a more sophisticated approach to the utilisation of that data.”

He also added that in the longer run, they expect to see more engaging content, a better customer experience, greater retention and loyalty and less frustration for their employees.

Meanwhile, Billy Loizou, area vice president at Amperity, commented, “We’re delighted to see Servco achieve fantastic results on par with that of Global. You look at the three key things we want to influence and that’s business performance, employee productivity and customer experience, and we’ve been able to achieve all three with Servco.”

He added, “We couldn’t be more proud to help Servco drive the best results for its marketing and business campaigns with unified customer data — the foundation that powers every insight and action they take to deliver a powerful customer experience every time.”

Recently, Amperity has been tapped by Forever 21 parent company Authentic Brands Group and Reckitt to handle their customer data strategy as well.

Sydney, Australia – Authentic Brands Group (Authentic), the global brand development, marketing, entertainment, and digital platform that manages world-renowned brands such as Reebok, Forever 21, Nautica, and Van Heusen, has partnered with enterprise customer data platform (CDP) Amperity to become its cornerstone partner for data management strategy. The latter will help the parent firm unify its in-store and digital experiences for consumers across its portfolio of brands.

With a vast roster of more than 40 iconic and world-renowned brands, Authentic’s digital platform is powered by more than 200M consumer data files. Through the tie-up with Amperity, Authentic looks to activate data from multiple online and offline touchpoints, including pre-purchase, point-of-sale, and post-purchase customer care in order to create unified customer profiles. 

“We strive to provide the most optimal shopping experience for our consumers, and having a clean data foundation is essential,” said Adam Kronengold, Authentic’s chief digital officer. “Amperity’s platform allows us to resolve identities at scale across our portfolio and leverage data to inform brand and business development decisions.” 

Amperity will be bringing together Authentic’s diverse consumer data to enable a unified 360-degree view and comprehensive understanding of its brand consumers and enhance each of its brand’s digital engagement strategies.

“Authentic has amassed a vast and loyal customer base, spanning more than 40 renowned brands,” said Barry Padgett, CEO at Amperity. “The reality is that there are many CDPs, but not all of them are created equal. We’re honored Authentic has chosen our platform to help them to deliver personalised experiences for every individual customer, driving engagement and retention to unprecedented levels.”

Reckitt, the global consumer packaged goods company, has also recently partnered with Amperity to enhance its overall customer experience. Meanwhile, in February, the CDP expanded its presence in APAC by appointing its new business director and lead solutions consultant for the region.

Singapore – With social restrictions gradually easing down and the world slowly returning to normal, we are now realising the full potential of the phygital world: a space that brings a combination of digital and physical experiences. From SMEs and institutions to large enterprises, this blended experience is being incorporated into their day-to-day operations because of its numerous advantages.

The year 2022 saw the marketing industry flourishing in more ways than one. This includes the rise of influencer and content marketing, the continuous boom of the e-commerce space, and the metaverse getting more known in the digital world, amongst others. But amidst this upward trajectory, there are still challenges that the marketing industry will face and will have to overcome now that hybrid marketing strategies are in place. 

MARKETECH APAC, in its quest to share key trends, insights, and relevant predictions for the preparation of the marketing community for 2023, has brought back its future-oriented industry series – but now much broader and larger to give the community a 360-degree view of what to expect in the coming year. ‘What’s NEXT 2023’ now comprises of four main pillars – article, interview, webinar, and conference –  and to kick the series off, the digital media starts with the launch of its thought leadership article series. 

The article leg of the industry series features the views, predictions, and some tips from various marketing leaders across APAC on different industry-relevant topics for 2023 and beyond. This includes exclusive written insights on integrated campaigns, personalisation, and B2B marketing, amongst others. 

Part of the series is Andrea Chuang, head of marketing for Malaysia-based used car platform myTukar, who will be discussing the importance of integrated campaigns and things to consider in doing these campaigns; and Jan Harling, director of new customer acquisition for APAC at foodpanda, who will be sharing his knowledge about personalised marketing and what brands need to know about their consumers. He will also be providing tips on how media and creatives can work together for their personalisation initiatives, and how to target consumers in a world that’s becoming less targetable.

Check out the initial line-up of published insights by marketing leaders under the series:

Kick-starting the article series, Amperity’s Area Vice President Billy Loizou explained the consequences of having fragmented customer data for businesses. He also enumerated three reasons why a great identity resolution strategy is a must-have for brands.

Click here to read the full article.

In this insightful read, James Campbell, regional manager of SnapLogic for ANZ, stressed why it is important to incorporate intelligent practices into companies’ data integration, how vital it is to leverage modern technology, and how automation helps enterprises deliver and achieve their goals, amongst other things. 

Click here to read the full article.

With tech companies and governing bodies making stronger restrictions when it comes to data privacy, businesses might find it harder to access customer data. In this article, Billy Loizou, area vice president of Amperity, shares how you can empower your business despite the stricter privacy rules, unlock the value of customer data to drive growth, and use ‘messy’ data to make the year 2023 for your business a success.

Click here to read the full article.

At present, B2B marketers still believe that they should always talk about how ‘good’ their products and services are. Donovan Chee, head of marketing and communications for SEA at Bureau Veritas says that marketers don’t have to do this, and instead learn to understand their customers and “win their hearts and minds,” amongst other tips.

Click here to read the full article.

The fifth installment of this series features Negar Mokhtarnia, director of product at Australian retail brand Pet Circle, weighing the importance of focusing on customer lifetime value over customer acquisition for e-commerce companies. She also shared her own take on leveraging data to boost brands’ customer experience and establishing a relational e-commerce experience to ensure sustainable growth.

Click here to read the full article.

Consumers today expect brands to be more vocal about social movements and contentious topics, which puts the responsibility to brands being an advent of change. In this article, Aaron Brooks, co-founder of influencer marketing platform Vamp, gives his insights on purpose-driven marketing, why it is important, the value of authenticity, its four key elements, and some advice for brands looking to leverage this approach.

Click here to read the full article.

Conventional business knowledge implies that sales and marketing should be tied together to drive profit and define a brand’s success. In this piece, Mark Opao, communications planning partner at Kaspersky for APAC explains why the two are hard to fuse and exposes the underlying realities of marrying Brand Building and Sales Promotion.

Click here to read the full article.

In the post-pandemic era, we just might see economic environments and market situations evolving. So, how can companies leverage these evolutions? Hongchia How, vice president of Appier for APAC answers this question by enumerating three MarTech strategies that can help companies seize great business opportunities and make smarter business decisions.

Click here to read the full article.

Asia-Pacific’s share of the global connected cars market reached 42% in 2020, and is anticipated to register a CAGR of more than 19% in the coming years. But how can this drive the growth of media tech platforms? Sharon Soh, chief planning and audience officer at UM APAC shares with us how, as well as its impact on brands and marketers in this thought-leadership piece.

Click here to read the full article.

As data and measurement becomes a cross-functional effort with marketing research and technology teammates – how can marketing lead the way in being more agile and achieving more success? Anna Henwood, CEO of Stickybeak shares how creating a mindset of experimentation and team collaboration – with your customer deciding if your hypothesis is right.

Click here to read the full article.

With many companies investing in customer data platforms and data agency partners, the real question is how marketers can make the most out of it? Antony Yiu, chief executive officer at PHD Hong Kong explains the process on how marketers can make their first-party data ‘dance’ in harmony and bring impactful revenue to someone’s business.

Click here to read the full article.

In an era of increasingly targeted marketing and limited budgets, how can brands effectively reduce wastage and improve performance by ensuring that their ads reach the right audience? This is the question that Jan Harling, chief executive officer at Virtus Asia Consulting asks in this latest article, centered around the topic of personalised marketing.

Click here to read the full article.

Watch this space as we update this article with details and links for other What’s NEXT 2023 thought-leadership articles.

If you are a marketing leader and would like to share your insights and predictions under the series, email us at [email protected].

If you know your customers so well, then why do you keep treating them like strangers? It’s a conundrum APAC marketers, brands, and retailers face every day – and a challenge they are desperate to solve. Let us deep dive into the economics of ‘messy data’, and how to unlock the value of personalised marketing efforts through the art of identity resolution.

In its simplest form, fragmented customer data is muddling marketing efforts to get a clear view of who customers actually are. Common critical marketing mistakes are sending customers promotional emails for products they already own, blasting them with ads for clothing they don’t like, or placing them on hold for 45 minutes as a customer service representative tracks down their details when they want to return something. 

And the impact to the bottom line is a lot higher than you may think – to the tune of AU$16 billion, in some cases. Meanwhile, according to the global Zendesk Customer Experience (CX) Trends Report 2022, nearly 70% of APAC consumers feel as though customer service is an afterthought for businesses. On top of this, 94% say they are willing to spend more with companies who personalise the customer service experience, and 71% reveal they would switch to a competitor after one bad customer service experience. 

Unlocking the value of your data with identity resolution

ID resolution is the process of connecting and matching different data points across multiple devices and channels to form a unified view of a single customer, allowing brands to connect the dots between fragmented data to form a complete picture of an actual person.

The goal of ID resolution is to identify the same individual within and across all data sources that contain customer information. Simple enough. But why, then, is it such a tough nut for brands to crack? Because a truly complete and up-to-date view of the customer must combine an individual’s transactions from multiple sources — point-of-sale, e-commerce, email interactions, loyalty data, mobile app engagement and more. It also has to include historical data as well as new data that are produced every day when customers interact with a brand. The scale and scattered nature of it all has kept effective ID resolution out of reach for most brands.

Consider this incredibly common scenario: your brand just received a new online buyer called Victoria. You send her your welcome series. At the same time, another in-store customer called Vicky hasn’t purchased from you in four months, so you send her discounts persuading her to shop with you again. Here’s the kicker — Victoria and Vicky are the same person.

Creating a new era of customer success

The benefits of getting ID resolution right are the cornerstone to any organisation’s success. With an accurate customer data foundation, all departments across the company have the same access to customer information in real time. This access ensures the customer will have a seamless journey at every touchpoint, whether that’s in-store, online or with customer service. 

Even more, quality ID resolution prepares organisations for a cookie-less future by building a hearty, privacy-compliant, first-party data set, providing a buffer against increasingly strict privacy policies that limit the use of third-party data. With deeper customer relationships, brands can speak to their customers on the individual level, boosting customer loyalty and increasing lifetime value. 

ID resolution improves marketing performance and ROI too. Smart segmentation allows brands to create highly targeted campaigns for specific customer segments, cutting down on redundancies. This gives brands the ability to react in real-time and effectively allocate budgets, cutting down on expenses. 

First-class ID resolution software should be powered by machine learning (ML). With ML, match rates and accuracy improve over time even when unique identifiers are incomplete, inconsistent or unavailable. At the same time, ML-based ID resolution uses probabilistic data linking, allowing human-like logic to catch inconsistencies that more rigid matching schemas couldn’t process. 

It’s also key for your ID resolution software to be transparent, providing a clear idea of the process. This builds trust and confidence versus ‘black-box’ processes that don’t show how an answer came about. ID resolution software should also provide a stable customer ID and allow for enterprise scalability – handling and resolving massive amounts of customer identities quickly and cost-effectively, regardless of the size of customer data volume.

Even more, the best solutions are flexible, allowing for simple updates and management and not ‘one size fits all’ to ensure they meet your unique business needs. Above all, expertise should be at its core, providing you with an implementation and support team with deep experience and know-how.

The right ID resolution platform enables brands and organisations to take control of their customer data, systematically improve customer relationships, foster brand loyalty and win.

3 reasons true ID resolution is solid gold for your brand:

A great ID resolution strategy takes ‘dirty data’ and turns it into value — forget about ‘garbage in, garbage out’. With true ID resolution, it’s ‘garbage in, gold out’. 

  1. Most marketing activation channels charge by volume, so having bad ID resolution wastes money in the form of duplicate marketing.
  1. Exceedingly simple ID resolution makes it impossible to accurately understand who the most valuable customers are, leading to bad customer experiences, incorrect analytics and inaccurate personalisation.
  1. The marketing technology landscape is cluttered with SaaS offerings that overly specialise in a subsection of data. Adopt a strategy that can handle all your data, otherwise, it will just reinforce silos and not truly solve the problem.

Find out more by downloading Amperity’s Identity Resolution: Connecting the Dots and Understanding Your Customer guide here.


This article is written by Billy Loizou, area vice president of Amperity.

The insight is published as part of MARKETECH APAC’s thought leadership series under What’s NEXT 2023. What’s NEXT 2023 is a multi-platform industry initiative which features marketing and industry leaders in APAC sharing their marketing insights and predictions for the upcoming year.

If you are a marketing leader and have insights that you’d like to share on upcoming trends and practices in marketing, please reach out to [email protected] for an opportunity to be part of the series. 

It’s a stressful time for marketers. Many believe that their lives will be disrupted to the nth degree without cookies. Meanwhile, consumers are more protective of their personal data than ever. In the Australian Community Attitudes to Privacy Survey 2020, 7 in 10 respondents nominated privacy as a major concern for them, while 87% wanted more control and choice over the collection and use of their personal information.

Experts like Lauren Solomon, CEO of Consumer Policy Research Centre, further notes how data processes are clunky and outdated.

According to research from the Consumer Policy Research Centre, 70 percent of consumers accept consent terms, even if they are not comfortable with them. When asked why, three quarters of consumers said it’s because it’s the only way to access the product.

Meanwhile, the research further revealed more than 90 percent of Australian consumers are uncomfortable with how their data is collected and shared – and they’re disempowered to do anything about it.

“They want the government to intervene and protect them,” Lauren says.

“There also isn’t actually any way for consumers to express the preferences that they have and to acquire products that meet those preferences – because it’s a take it or leave it proposition,” added Lauren.

What is the solution?

Companies need to stop ‘renting data’ and build their own database through direct-to-consumer relationships. The key to future success is building a loyalty initiative that offers mutual value exchange. Customers can willingly offer their personal details, in exchange for a better customer experience.

With the death of the cookies, the ‘value exchange’ between businesses and their customers’ willingness to share personal data has never been so important. Activating cookie-less data, using it to enhance customer experience and derive insights is a craft and skill that marketers need to invest in and develop.

Unlocking the value of loyalty in a cookieless future

The importance of loyalty programs should not be overlooked as a critical part of a marketer’s toolkit. Loyalty programs are the perfect replacement for connecting customers with brands in new and innovative ways now and beyond a cookie-less world. They give organizations a clear, zero-party data approach to unlock deeper insights into their customers, unlock fresh CX opportunities, and open powerful new ways to forge more long-lasting and meaningful customer relationships.

But what makes a great loyalty program? Adam Posner, CEO and Founder of The Point of Loyalty, shares the seven zones that make up the ‘wheel of loyalty fortune’. Organizations need to implement each one of these points to ensure they have a strong, steadfast loyalty program that will benefit both customers and brands.

1. Business: First and foremost a business must be profitable and sustainable.

2. Members: Organizations should understand their loyalty member’s behaviors, beliefs, and belongings.

3. Program: The loyalty program needs to be meaningful and desirable to consumers.

4. Team: The organization’s employees need to buy-in for the loyalty program and be willing to endorse it.

5. Technology: The technology should be fit-for-future rather than fit-for-now.

6. Data: Ensuring the loyalty program captures the data necessary for analysis and for relevant action.

7. Dialogue: Any company dialogue to the customer needs to be dynamic and personal at all times.

It’s time for a new marketing recipe

There is life after the death of the cookie. Zero-party data can help marketers connect with their customers. This preference data comes directly from the consumer. There are no intermediaries and no guesswork — it’s psychographic data that includes the customers’ values, attitudes, interests, and personality traits.

Marketers will need to survive, lead and stay relevant in a cookie-less society – a reality that is right around the corner. Leading with loyalty and adopting a Zero Party Data strategy will help marketers survive by creating long-lasting customer relationships with a clear and concise value exchange.

This article is written by Billy Loizou, VP for Go To Market for APAC at Cheetah Digital.

Cheetah Digital is a cross-channel customer engagement solution provider that enables marketers to create personalized experiences, cross-channel messaging, and loyalty strategies.

Singapore – ServiceNow, a business workflow solution, and experience management provider Qualtrics have unveiled new joint capabilities that aim to help companies deliver personalized service experiences. Combining ServiceNow’s digital workflows with Qualtrics’ experience management technology, the new capabilities will help organizations harness and act on customer and employee experience data on the Now Platform in real time, to quickly resolve issues and improve engagement, loyalty, and retention. 

The Now Platform is ServiceNow’s flagship product which includes core capabilities, such as configuration management database, service level management, and machine learning, that help companies to quickly and efficiently digitize workflows. 

Organizations can now access additional customer experience data from Qualtrics on the Now Platform via the Qualtrics CustomerXM™ and ServiceNow Customer Service Management integration. The data help service teams to create personalized workflows and automate support experiences, increasing loyalty and spend and to reduce operational costs. 

The partnership aims to solve organizations’ pain points that still struggle with siloed systems and disconnected customer insights which hamper their ability to design and deliver the experiences customers want. According to research from the two parties, 80% of respondents have switched brands because of poor customer experience, and it being the number one reason why.

“What it means to truly know your customer has changed. Organizations need to deliver empathy at mass scale in every interaction to retain customers and drive growth in 2022,” said Michael Ramsey, VP for customer workflow products at ServiceNow

“Access to rich customer insights allows agents to respond to individual needs and powers digital workflows that drive great experiences, customer loyalty, and empathy,” adds Ramsey. 

Meanwhile, Jay Choi, chief product officer at Qualtrics, commented that great experiences are the currency of modern business, where the experiences that companies deliver today can become their greatest competitive advantage moving forward. 

“Companies who understand and act on experience data – the feedback that employees and customers share with them – to deliver incredible service experiences will successfully build long-term, meaningful relationships,” said Choi.

The new capabilities are now available on the ServiceNow Store and the Qualtrics Marketplace. Qualtrics said that the partnership will be rolling out additional integrated capabilities in 2022, targeted at helping teams visualize sentiment and profile data directly on the Now Platform, giving agents and frontline teams a more holistic view of the customer and employee. 

New York, USA – New York-headquartered Optimizely, a provider of digital experience platform solutions, has launched ‘Data core service’ which enhances its digital experience platform (DXP) to provide deeper analytics and unified data insights across its suite of products. 

With Data core service, Optmizely aims to provide companies a greater understanding of their customers, as well as their overall digital business performance. The new service will be available to Optimizely cloud customers by Q1 2022, and will be included at no charge, subject to 250K MAU’s usage limit, for customers who are implementing one or more of its solutions which include Content Cloud, Commerce Cloud, B2B Commerce Cloud, and Experimentation. 

Optimizely said that Data core service will serve as the ‘connective tissue’ for its users, unifying data to serve as the ‘underlying force’ across content-centric, commerce-centric, and experimentation use cases, as well as customer profiling. 

Data core service also provides common context, helping companies bring data across Optimizely into a centralized place and gain access to dashboards and analytics on how their digital business is performing. Ultimately, data core service aims to help companies deliver the right experience at the right time by providing visibility into their digital properties. 

During the company’s virtual Opticon21 event, Justin Anovick, Optimizely’s chief product officer, said that the best DXP must be adaptable and that organizations shouldn’t have to manage disparate data sets or question where the single source of data truth is when developing their tech stack. 

“With the launch of Data core service, we’re giving customers full visibility into their data without sacrificing composability,” said Anovick. 

The service launch follows the company’s unification of the Optimizely and software Episerver brand and the acquisition of customer data platform Zaius in March 2021. 

Optimizely has a global presence with offices in APAC including in Australia, Singapore, and Vietnam.

Melbourne, Australia – Australian-based startup Lexer, which provides a customer data platform for brands and retailers, has raised AU$33.5M in Series B funding, bringing its total funding to AU$43M. The funds will be used to bulk up its team, accelerate product development, and expand globally.

The platform provides data, software, and services that deliver all the tools required to understand and engage with customers, aiming to help brands and retailers drive sales. Lexer collects and enriches fragmented data sources into a single customer view, Brands like Quicksilver, Zimmermann, Billabong, Optus, and The Iconic are some that are already using Lexer.

The company said that with its team expansion, the funding will go into adding 50 people to the team over the next 12 months. It revealed further that it is aiming to hire a person per week for the next year, doubling its headcount across Australia, the United States, and Southeast Asia. 

Dave Whittle, CEO of Lexer, commented that the platform exists to help brands orient their business around the customer with its software, using data to deliver human experiences.

“Brands are awash with data these days, but it’s siloed, and they have no way of sorting, managing, gleaning insights, and taking action from it. Using Lexer, a business can provide its customers the personalized experience they deserve. We call this genuine engagement,” Whittle said.

The round was headed by Blackbird Ventures and King River Capital, with Series A investor January Capital.