Unified customer data sources are top of mind for PH, SG marketers: study

San Francisco, USA – Marketers in both the Philippines and Singapore are understanding the importance of data-driven marketing, with unified customer data sources showing to be their top of mind, said a study by American cloud-based software company Salesforce. 

For Singaporean marketers, the merging of siloed customer data from different sources such as sales, survey information, web browsing analytics, emerged to be one of their top priorities, while Filipino marketers considered it as one of their challenges. 

Although Filipinos stated it as such, the study found that the median number of customer data sources used by them is only five in 2020, compared to Singaporeans which use a median number of 10 sources in the same year. Such count is expected to increase even more in 2021, with Filipinos expected to use a median number of six, while Singaporeans projected to increase their number of sources to 12. 

Marketers from both regions have also been shown to incorporate the use of AI in marketing efforts. For Filipinos, the increased focus on customer experience reflected on its intentions with AI, using it for improving customer segmentation, personalizing the overall customer journey, and resolving customer identity as well as for surfacing data insights. Meanwhile, Singapore marketers are almost in tandem with Filipinos, using AI for the same reasons, but with programmatic advertising and media buying as one of its intended purposes.

Finally, with success metrics, Filipino marketers are consistent in prioritizing customer satisfaction, stating it as their top measurement of effectiveness. This was followed by revenue and customer retention rates. For Singaporeans, on the other hand, marketing success meant increased revenue the most, followed by sales effectiveness, and customer retention rates as well as channel ROI.