Bringing tech to the forefront
Calyn Yap | 31 Aug 2018 00:30
Leveraging technology to make a significant difference in the business world is a given in today’s world. That said, businesses are still only scratching the surface of the untapped potential technology can bring to industries.

In the business of integrated digital advertising, Axiata Digital Advertising Sdn Bhd is pioneering the revolution by combining data science, technology and creativity for brands and businesses across Asia.

Its CEO Srinivas Gattamneni believes that within the next three to five years, 90% of all marketing decisions could be data-driven in order to meet fast evolving consumer demands on digital platforms.

At the very least, he says, sectors such as local consumer packaged goods, education and automotive will move at least 30% of their media spends to digital in the next three years.

Integrating data to drive such marketing decisions is part of its key strengths, as is using artificial intelligence and machine learning among other technologies. These enable it to automate and optimise routine campaign-to-campaign management, in turn maximising media spend and creative design.

He shares, “Our differentiation comes from the ability to use deep audience and consumer insights for media planning and other activities.”

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