Globe Group’s Brave Connective Holdings, Inc. (BCHI) recently led a hybrid roundtable discussion to shed light on the evolving landscape of advertising technology (adtech) and data-driven marketing in the country.

Titled “The New Age of Adtech and Data: Unlocking Customer-Centric Marketing,” the event was held at The Astbury Poblacion, Makati. It brought together industry experts in BCHI’s leadership team, and showcased the formidable capabilities of each portfolio company under BCHI.

Reinforcing BCHI as a leading adtech group in the country today are digital and mobile solution provider AdSpark, business analytics firm Inquiro, programmatic ad system DeepSea, and multi-channel messaging platform m360.

Before the roundtable discussion, leaders from each BCHI company shared their wealth of knowledge and experience, offering insights on a broad range of topics that spanned the entire spectrum of their respective fields.

Bringing enterprises closer to their customers

BCHI Group CEO Nikko Acosta initiated the conversation, showing the role of BCHI in the Globe Group ecosystem and how it contributes to unlocking growth for Philippine enterprises. He underscored the importance of customer obsession in coming up with business decisions, influenced by the customers’ wants and needs, anticipating and addressing their problems, and enabling and inspiring their dreams and aspirations.

Acosta also highlighted the role of adtech and data to enable customer obsession, from being knowledgeable about customers, standing out of the information clutter, making use of technology to serve a business purpose, setting the right measures, and performing strategic experimentation to create actionable insights.

“At the end of the day, we have a responsibility not just to our businesses, but also to our customers and the country. If we are able to use digital technology – such as adtech and data solutions – to make the lives of our customers better, then we get closer to achieving our purpose,” he said.

Digital transformation in today’s brands

JL Erestain, COO of AdSpark, further dissected the elements that define digital transformation for brands in a fast-paced digital landscape, uncovering the strategies and technologies necessary for success.

“I think it’s very important that you have your digital transformation strategy. This can come from the different stakeholders of your company. You have to sit down and illustrate a roadmap because it involves not just one part of your company. It affects even your tools and processes, etc.,” he said.

New age of personalization and measuring effectiveness

On the other hand, Senthil Kumar, COO of Inquiro, focused on the future of marketing, stressing the significance of data-driven approaches in personalization and demonstrating innovative methods for measuring campaign effectiveness.

He highlighted several key data-driven metrics crucial for business success, encompassing aspects such as customer loyalty, satisfaction, retention, revenue increase, and profitability/growth. These metrics, along with a focus on acquiring new customers, tracking average revenue per new customer, understanding brand recall, evaluating customer acquisition costs, and calculating lifetime value, collectively serve as vital indicators for a company’s overall health and strategic direction in the marketplace.

Connecting with customers through first-party data

Meanwhile, Wiwa Cajumban, COO of DeepSea, emphasized the significance of first-party data in building meaningful customer relationships. He presented how this invaluable data source can be utilized to refine marketing strategies.

“I think one misconception when using first-party data is you only want to use this when you want to run a performance campaign. Data is used to segment your audiences depending on where they are in the marketing funnel. I’d say there is no best case when to use first-party data in terms of brand/category. It applies to all. Everybody can use it. It’s just a matter of how you use and segment it,” he noted.

Leveraging AI and data in conversational channels

Lastly, Mon Hirang, CEO of m360, talked about the exciting realm of Artificial Intelligence (AI) and data integration within conversational channels. He showed how businesses could leverage these technologies to create more engaging and personalized customer interactions.

“Technically, the right content is the content that elicits a positive response from your customer. You should know first the mindset you are trying to address or get a response from in the customer cycle. From there, you can mine the data, assets, and cohorts to come up with actionable insights. These insights will lead you to create the right messaging,” he explained.

The event wrapped up with an engaging fireside chat and networking session, offering attendees an invaluable opportunity to explore further the insights presented and connect on a more personal level.

Underlining the importance of a holistic view of adtech and data in creating marketing campaigns, Nikko Acosta explained, “It’s like dining in a five-star restaurant. You can pick and choose what you want ala carte, or we can design the whole experience for you that’s effective, efficient, and achieves your metrics with proper insighting and execution.”

The thought-provoking event underscores their dedication to leading discussions in the adtech and marketing sectors and shaping the digital marketing future.

Learn more about BCHI by visiting https://braveconnective.ph/.