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PERSONALISATION: AN UNTAPPED OPPORTUNITY FOR APAC MARKETERS
Brands such as Amazon have tapped data-driven personalisation to drive effective marketing plans, but this opportunity remains largely untapped by agencies and advertisers in Asia-Pacific. In this industry byliner, James Sampson, DataXu’s Asia-Pacific vice president and general manager, explains why brands in this region need to focus on interpreting user behaviour. Consumers have embraced multiple devices to the point where smartphones, activity trackers, and tablets have become the norm rather than the exception. According to Appier, the number of multi-device users, on 4+ screens, in Asia increased by 40% between the second half of 2015 and the first half of 2016. READ MORE