Data-driven precision marketing set to surge in Asia Pacific

The survey, conducted across top leading advertisers in the region, found precision marketing is enabling advertisers to understand consumers’ purchase journeys, personalised communications and consumer profiling. “With advancements in technology and popularity of digital media there is tremendous headroom for growth in precision marketing across Asia Pacific,” says Ranjeet Laungani, Managing Director, Media, North Asia, Nielsen. Data science and analytic prowess are top attribute advertisers in Asia Pacific look for while evaluating a data management platform. The Nielsen Precision Marketing Survey was conducted across 16 markets including Australia, Mainland China, Hong Kong, India, Indonesia, Israel, Japan, Malaysia, Myanmar, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand, Vietnam. The Nielsen Precision Marketing for Asia Pacific report spotlights data management platforms as a precision marketing enabler and highlights the top implications for advertisers, media owners and agencies that are interested in tapping into the marketing opportunities of the current 2 billion online users across the Asia-Pacific region.