Tag: Epsilon

Singapore – Global advertising and marketing technology company Epsilon has announced that it has added industry-veteran Simrat Sawhney to its leadership team as vice president of sales and client growth at Asia.

Based in Singapore, Sawhney will oversee the development of Epsilon’s sales team in the Asia-Pacific region as it solidifies itself as the leading technology partner for marketers seeking growth and customer loyalty. 

Reporting to regional CEO Alban Villani who oversees India, Southeast Asia and Europe, Sawhney will also be responsible for Epsilon’s commercial strategy, sales and client partnerships across Asia, with a focus on India and Southeast Asia. 

She brings more than 15 years of commercial leadership in the Asia-Pacific region and a proven track record of building billion-dollar businesses and driving transformative growth. 

Prior to joining Epsilon, she led ad sales for global gaming as the head of sales for the vertical’s Asia-Pacific Growth business at Meta. In that role, Sawhney was responsible for client partnerships, business development, and account management across Greater China, Southeast Asia, India, Japan, Korea, Australia and New Zealand. 

Speaking on her new role, Sawhney said, “Epsilon offers marketers the most comprehensive approach to marketing technology, and the company’s ability to connect data, insights and identity across the entire customer journey is a game-changer. I’m energised by the opportunity to contribute through a perfect blend of people and commercial leadership as I lead a talented team to drive growth for our clients and solidify Epsilon’s position as a market leader.”

She added, “I understand the evolving needs of marketers throughout the customer lifecycle, from user acquisition and onsite personalisation to retention and cross-platform measurement. I’ve consistently delivered results by maintaining a client-centric approach and leveraging targeted strategies, which aligns perfectly with Epsilon’s focus on personalised consumer journeys and measurable business outcomes.” 

Meanwhile, Villani commented, “Simrat brings a wealth of experience, personal development coaching and an energy that perfectly align with our ambitious goals. As we continue to tell the story of Epsilon around the world, we’re eager to bring on strong leaders such as Simrat to introduce our team and industry-leading capabilities to the market.” 

Singapore – As the future of cookie-based customer engagement is slowly crumbling, businesses must learn how to leverage their own data strategies, including the implementation of first-party data use to optimise their customer experience, the latest survey from outcome-based marketing organisation Epsilon shows.

According to the global survey, over 60% of surveyed brands suffer from incomplete customer profiles relating to gaps in first-party data held on customers, while only 17% of surveyed brands have advanced first-party data strategies that give a holistic, near complete view of their customers. In addition, about 24% of respondents have data that is fragmented and siloed by channel or business function, disabling their ability to adapt to changes in customer behaviour quickly.

Patrick Sim, senior VP of APAC and MEA at Epsilon, said, “The decay of cookie technology is now forcing many brands to alter their strategies to meet changing customer expectations. Moving forward, CX practitioners and marketers should conduct frequent assessments of their data management and customer engagement strategies to deliver loyalty-winning customer experiences and boost customer lifetime values.”

The survey also noted that over 40% of those surveyed are in the early stages of rolling out first party data capture strategies, indicating a shift in identity data management. In terms of considering the effects of cookie deprecation, 61% of respondents plan to alter their engagement strategies. In selecting a solution provider and identity resolution partner to assist in managing customer identity data more effectively, accuracy (77%) and compliance (68%) emerged as the most desired traits, beating cost (2%).

Sim added, “Campaigns run on third-party platforms rarely provide customer intelligence to companies, and this lack of intelligence in the system leads to a vicious cycle of continued dependency on these platforms. The solution is to invest in owned platforms and software for customer engagement, allowing for relevant, timely and compelling communication.” 

He further noted, “Businesses need to prioritize gaining an understanding of their data footprint and enhancing their data strategies, which must include capturing and leveraging first-party data to drive optimal customer experiences.”