Axiata Digital, a Malaysian based digital services company announced the launch of ADA (analytics, data, advertising), a business which unites the best of data science, technology, and creativity for businesses in Asia.
A statement was released on Wednesday in which Axiata Digital said that ADA is backed by rich telco data and inventory AdParlor technology, combined with third party data, would help achieve brands and businesses meet the ever-evolving consumer needs in the digital platform.
ADA is also capable of using proprietary data management platform called XAct, which is loaded with the data of more than 300 million individuals. This lets ADA optimize consumer profiling which ultimately helps in targeting advertisements.
The CEO of Axiata Digital, Mohd Khairil Abdullah said, “By integrating these offerings, Axiata Digital was able to leverage data to close the loop for brands from customer engagement to acquisition for the next leap in digital marketing effectiveness.”
Meanwhile, ADA Acting CEO Srinivas Gattamneni feels that data analytics is the key to the future of advertising and expects 90 percent of all marketing decisions would be data-driven in the next three to five years.
The acting CEO of ADA, Srinivas Gattamnei is of the opinion that data analytics holds the key to the future of advertising and is expecting a 90% share of all marketing decisions to be data-driven in the next 3-5 years.
“With access to rich telco data and a team of dedicated specialists that champion transparency, ADA offers brands and businesses the opportunity to communicate with consumers with unprecedented precision to achieve business results,” he added.