ADA triumphs in ‘Analytics Category for Advertising Industry' of Malaysia Technology Excellence Awards 2021

ADA powers consumers insights with data analytics to better understand shoppers’ offline and online behaviours.

Just when data analysts thought they were learning much about consumer behaviour, the COVID-19 pandemic occurred and taught them even more. New insights have emerged as a result of consumers’ accelerated shift from physical to online shopping to cope with lockdowns and social distancing measures.

At the forefront of Asia’s digital marketing sector, ADA has enabled its clients to be competitive through transformational modes of conducting and evaluating digital marketing campaigns. For this reason, it has received this year’s Malaysia Technology Excellence Award in the ‘Analytics Category for Advertising Industry’.

ADA applies integrated solutions to keep up with fast-changing consumer behaviours online and offline. Part of its suite of solutions include the monitoring of not only the physical footfall of shoppers in traditional stores, but also the online behaviours of consumers. The data obtained from tracking these behaviours help ADA’s clients to adapt their marketing strategies in response to customers’ needs and preferences. To study consumer behaviour during the pandemic, ADA focuses its analytics on the following key areas: understanding the impact of lockdown measures, developing adaptive consumer retention strategies, driving acquisition through online channels, effectively managing offline interactions, and knowing the customers and how to reach them.

To make its audience targeting effective, it applies artificial intelligence technologies and works with regional leaders in the sector. It also maximises the use of its proprietary data management platform (DMP) called XACT, which serves as the backbone of the company’s AI-powered tool, the Consumer Insights Explorer (CIE) that contains powerful insights on 375 million consumers across the region. This tool provides a summary of essential data, such as total return on investment; top brand affinities, behaviour traits, and consumer sentiments and trends; and campaign performance across social media channels. Furthermore, the tool gathers demographic information such as age and gender, as well as location, mobile operating system, segments and social media channels used by consumers. Thus, the CIE can collect information about specific consumer personas such as millennials, mothers, gamers, fitness enthusiasts, and high net worth individuals. By gathering information from a random device identifier, ADA helps its clients to actively target advertising to specific types of consumers without compromising their privacy. ADA also uses a location planner that combines online and offline data to better determine where consumers are, who they are, and where their competitor’s customers are.

ADA’s knowledge of customer behaviour across the buyer’s journey, as well as consumers’ expectations about shopping experiences, enables the company to apply immersive technologies to generate complete pictures of audience attributes, behaviours, and location proximities. These insights are used by marketers to identify which customers should be engaged with, converted, or reactivated. ADA’s end-to-end data pipelines and deployed solutions empower its clients and in-house digital marketers in producing custom audience segments. Through these solutions, marketers can generate highly effective online and out-of-home advertising instead of relying on inaccurate guesswork. This targeted approach leads to large earnings for the companies that avail of ADA’s expertise.

To further address the market’s needs, ADA shares on its website the results of marketing and customer-engagement case studies in the markets it operates across South and Southeast Asia. In addition, ADA organises webinars on relevant topics such as digital innovation in financial services, post-pandemic recovery for retail business, and marketing strategies in uncertain times.
For more information on ADA, products, and services, please visit www.ada-asia.com

About ADA

ADA is a data and artificial intelligence company that designs and executes integrated digital, analytics, and marketing solutions.

Operating across nine markets in South and Southeast Asia, ADA partners with leading brands to drive their digital and data maturity, and achieve their business goals. We are anchored on the following main services:

• Providing business insights, data enrichment, and advanced analytics
• Understanding the consumer mindset and designing data-driven creative marketing strategies
• Executing end-to-end digital marketing solutions for growth hacking, funnel optimisation, and goal optimisation

ADA complements its unique digital expertise with deep proprietary data of 375 Million consumers.

Watch our interview with Simon Samuel, Head of Data Analytics and know more about their company and their winning entry.