YDM (Thailand), or YDM, an agency specializing in marketing and business transformation for the digital era, combining technology and creativity to drive full-funnel business growth, has entered into a strategic and solutions partnership with IGAWORKS, a South Korean unicorn startup, to penetrate the Thai MarTech market. It has launched its first key offering, “DFinery,” the number-one Customer Data Platform (CDP) in South Korea. DFinery highlights four strengths: it can consolidate large-scale online and offline data, provides ready-to-use real-time dashboards that can also be customized, uses AI for consumer segmentation, and enables real-time marketing automation connected with communication channels. It can improve marketing communication efficiency by up to two times on the same budget. With expert data analysis teams, it responds to the Marketing 5.0 trend and addresses four pain points: lack of data-management personnel, high CDP solution prices in the market, and solutions that are so difficult and complex that they are not used in practice.

Tanapon Subsomboon, Chief Executive Officer of YDM (Thailand) Co., Ltd., announced the strategic partnership with IGAWORKS, a South Korean unicorn startup, and the launch of “DFinery,” a Customer Data Platform (CDP), the number-one MarTech platform in South Korea that has already served more than 700 leading global brands such as Samsung, Starbucks, and SK Telecom. It has now been brought to Thailand in line with YDM’s roadmap to expand a data- and technology-driven marketing ecosystem across the Asia-Pacific region.

YDM will advise clients who want to apply CDP technology to marketing and will bring together strategy, data, and creative teams to drive real implementation so that marketers and brands in Thailand can market more efficiently and accurately, generating measurable sales, recovering and seizing business opportunities in the post-COVID era, and moving toward Marketing 5.0.

DFinery will help improve marketing communications and create opportunities to expand the customer base. It can increase communication efficiency by as much as two times on the same marketing budget, reduce unnecessary communication costs in an era of rising online and social media ad prices, and improve responsiveness to the needs of digital-life consumers. Using AI to analyze consumer behavior in depth, it can identify real needs even before purchase. It can also analyze media-consumption behavior in order to manage marketing communication channels effectively and help create advertising messages that resonate with target groups, both at the segment level and at the one-to-one individual level, leading to repeat purchases.

Nuttapon Jitngamphong, Senior Director of Data and Technology at YDM (Thailand) Co., Ltd., said DFinery has four main strengths that differentiate it from general CDP platforms:

1. It can gather data from every channel, including online advertising data. DFinery pulls consumer behavior data from every channel a brand has, whether online or offline, such as websites, social media, mobile applications, CRM, POS, ERP, and online advertising media, through SDKs, APIs, or the ad-tracking system provided by DFinery. All data is stored in a large-scale database (Data Lake). The system can store highly detailed data without scale problems as the volume grows. Examples include CDP work for Samsung or SK Telecom in South Korea, where user volumes exceed 100 million.

2. It has ready-made real-time dashboards. Because more than 700 brands in South Korea use DFinery’s CDP system, DFinery has many ready-to-use dashboards that can immediately analyze consumer behavior in various ways. Users can also customize the dashboard structure to their needs, enabling unlimited deep analysis of customer journeys and consumer insights from multiple perspectives.

3. AI-based consumer segmentation. The system can select individual customer data or group customers according to behavior and needs using the in-depth database within the system. AI helps analyze opportunities to sell products and predict future sales so brands can define marketing direction more clearly and use budgets more accurately.

4. It can perform real-time marketing automation in various forms. From different segmentation groups created in the system, DFinery can set conditions for automated marketing actions, such as immediately sending ads through Facebook, Google, or YouTube, or automatically sending LINE messages, SMS, or emails.

DFinery is a MarTech solution that helps brands and marketers overcome three major obstacles to data-driven marketing today: 1) data management—the complexity of fragmented data collection that cannot be gathered and used in practice, as well as the inability to manage large data volumes, which causes businesses to miss growth and profit opportunities; 2) very high CDP solution prices in the market, which currently limit CDP use to global companies or very large local companies with sufficient marketing budgets; and 3) the complexity of use, because most general CDP platforms are quite difficult to use. Employees often lack the necessary skills, knowledge, and expertise, making the platform seem too complicated and preventing actual business use.

“However, DFinery is a CDP platform that can comprehensively solve these three obstacles faced by marketers and brands. There is still a fourth obstacle beyond the control of any CDP platform: ‘people.’ Brands themselves should have highly experienced and specialized advisory teams, including data strategists, data analysts, marketing strategists, and creative teams that understand the use of technology. YDM Thailand is fully ready to support clients in all of these areas,” Mr. Tanapon concluded.

For more information, contact YDM Thailand: Tel. 065-562-4545
Credit : https://www.brandage.com/article/34971