In an Increasingly Digital World 98% of Brands Lack Omnichannel Worthy Data

With 12/12 just around the corner, advertisers and agencies are once again scrambling at the last minute to understand how to capture revenue during another billion dollar shopping event.

According to Alban Villani, regional MD for Greater SEA at Criteo, sales on Singles’ Day 2018 saw a slight decrease of growth in sales uplift from desktop buyers while app based purchases grew by 12%.

“Apps are getting more and more prominent so the first thing that all the advertisers need to do, they need to consider apps as an important part of the strategy,” said Villani. “If they have a strong mobile web presence, they should think about [whether] it makes sense to make an app.”

We are trying to advocate this in countries with large offline presence for brands and the groups that have holdings for offline and online companies to tell them about the goldmine of users

He added that the branded app play is especially advantageous in Singapore and Indonesia along with the remainder APAC nations. The only challenge advertisers with branded apps will face is the lack of clean data for executing with omnichannel.

“Most of them – I don’t have the exact number – but I would easily say 98% of them don’t have the right data to target users from an omnichannel perspective,” said Villani. “Omnichannel – the way we understand it – is across all devices but its also offline to online [and vice versa].”

Villani notes that while the market is talking about omnichannel and data integration, it’s all lip service and the cross-channel sales strategy can’t be practically applied by most brands.

“We need to be part of the conversation because we need to tell [advertisers] that look you want to collect this offline data, you need to collect it in a certain way [and] format so that we can then reuse it for online campaigns,” said Villani.

A survey from 2013 by Forrester found that while marketers valued omnichannel investments, the same focus did not follow through for order management systems (OMS), the backbone of the fulfillment component of an omnichannel initiative.

According to Villani, this is still the case five years later, adding that awareness on the importance of clean data and an OMS is starting to take hold in Singapore compared to other APAC countries.

“We are trying to advocate this in countries with large offline presence for brands and the groups that have holdings for offline and online companies to tell them about the goldmine of users,” said Villani.

Since Q2 2018, Criteo has advocated that advertisers invest in owning the payments system to control cash flows and the data supply chain, which allows companies to recognize users from online to offline and cross-reference purchases. Villani believes that the saturation of third-party payments integrators has halted any potential progress advertisers could have made in owning the data collection point.

“You can see more and more online payment solutions, payment gateways, e-wallets popping up everywhere especially in markets like Thailand, Indonesia, etc,” said Villani. “It’s a good thing but I think the next phase will be some consolidation before we can reach the time when we can use this for advertising campaigns.”

Villani is hopeful that in 2019 advertisers will evolve in their approach to this challenge and appreciate the advantage in having a unified view of the user through IDs or payments. By Q1 2019, Criteo will also rollout products for advertisers and agencies that achieve targets at the top of the funnel, a service Villani says came as a result of customer demand.

“We kept hearing from all the countries that they respect our ability to deliver conversions through [lower funnel] retargeting campaigns,” said Villani. “You also have the mid funnel campaigns and they really like that so the next logical question was can you do you something for the upper funnel – so we acquired some companies that know how to do it and I think now we are fully ready.”

Criteo is positioned as a company that delivers commercial results at the bottom of the funnel, favored by executives that are accountable for the P&L. The inclusion of a service that earns from impressions and clicks, branding & traffic campaigns, could cause a rift within business units due to marketing & sales misalignment.

“If we gain a unified view of the user across the entire funnel, then its going to make much more sense for the entire environment,” said Villani, justifying the new service by adding it allows Criteo to go after prospective buyers from day one and continue the relationship, similar to the customer lifetime value (CLV) approach of the gaming industry.

Villani admits that while Criteo’s new service will start with impressions and clicks, the overall focus will be on extending the CLV by controlling the entire funnel.

Babar Khan Javed
Babar Khan Javed
Babar Khan Javed is the Technology Editor at Branding In Asia in Singapore.

Get our Newsletter

We don't share your info, only ours.

The Latest

Avengers Actor Aaron Taylor-Johnson Narrates Powerful Dog Adoption Ad

"Every year, over 2 million dogs are euthanized around the world. Together we can end such a senseless disregard for life. Choose compassion and adopt a rescue dog today."

New Balance Appoints Wavemaker China to Media Planning and Buying Duties

Wavemaker China has been awarded the media planning and buying duties for New Balance

Jack Morton Launches Global Innovation Practice, Genuine X

Global brand experience agency, Jack Morton, has announced the launch of Genuine X, the agency’s innovation practice.

Two Ads I Like and One I Don’t – Paul Ho

The challenge in this is not only about how to spread your client’s product or brand, but how to make the work resonate with your audience while not overtly coming across as advertising.

WPP to Cut 3,500 Jobs, Close Offices, as Part of ‘Radical Evolution’ Restructuring

WPP announced that it will cut 3,500 jobs worldwide in addition to shutting or merging nearly 200 offices as the struggling ad industry giant looks to right a ship that has seen it lose 40 percent of its value in the last year.

‘Who Are India’s Worst Drivers?’ Asks Renault in Public Awareness Campaign

"In India we all face huge traffic issues and true to our nature, all externalize the fault," said Virat Khullar, Vice President and Head of Marketing, Renault India.

PHD Appoints Nadia Zain as GM in Indonesia

PHD Indonesia has appointed Nadia Zain as General Manager tasked with leading PHD Indonesia across all business functions.

Interviews

Achieving a Single View of the Customer is Unrealistic

According to Jackson, rapid changes in systems, variations in data structure across partners, and the inconsistency in how customer behavior is quantified mean that the industry is far from reaching its goals for a unified view of customers.

In an Increasingly Digital World 98% of Brands Lack Omnichannel Worthy Data

According to Alban Villani, Regional MD for Greater SEA at Criteo, the region for the most part pays omni-channel lip service while failing to clean data and invest in order management systems.

TPL Maps CEO Adnan Shahid Confident About Competition With Google Maps

In an effort to tap into the growing digital ecosystem of Pakistan and close the market gap in the enterprise space, HERE Technologies has partnered with TPL Maps as its go to market partner, acquiring and sharing customers across the automotive industry.

Q&A: Vincent Digonnet – The Advertising Industry isn’t Evolving Fast Enough, Especially in Asia

Asia can leapfrog ahead, and that is exactly why Asia is so inspiring in my view. It’s the fastest, most agile region in the world

Q&A: YeonJeong Kim – Twitter is in its ‘Second Heyday in Korea’ Driven by K-Pop

Twitter in Korea has been steadily increasing based on the growth of K-pop, and social issues. Especially real-time based global event like the Winter Olympics, and political issues such as the 2017 Presidential Elections.




Insight

Local Creators Dominate Top 10 Trending YouTube Videos in Singapore for 2018

According to Google Singaporeans’ support for local talents and content was the biggest trend, with eight videos holding a spot in the top 10.

‘Instagram Backlash’ and ‘Vegan Luxury Fashion’ Among Trends to Watch in 2019

Greene said there are changes coming in "Big Tech" which has "extended its tentacles into every aspect of our lives, not to mention politics, is also facing a reckoning."

APAC Kids Are Online, But ‘Brands Are Not Doing Enough’ says Digital Insights Survey

According to the TotallyAwesome APAC Kids Digital Insights released in October, kids show clear preference for digital with regards content, device, time spent or even advertising impact. However, current ad spend doesn't reflect the reality of the 170 million kids in Asia Pacific where kids communication remains mainly offline.

It’s Time For Malaysia to Create Some of the World’s Greatest Brands

Malaysian commodities such as Palm Oil, Rubber, Timber and Pepper, as well as OEM, especially in the electronics sector are finding it ever harder to compete.

WomenChangeMakers Showcases Female Corporate Role Models in Asia

On another bright Saturday morning in Singapore, successful women from the across the region gathered to share their struggles to success, focusing only on a proactive mindset and a perspective that the glass ceiling is a myth.

Two Ads I Like and One I Don’t – Paul Ho

The challenge in this is not only about how to spread your client’s product or brand, but how to make the work resonate with your audience while not overtly coming across as advertising.

Two Ads I Like and One I Don’t – Guan Hin Tay

If creativity is defined as “the use of imagination or original ideas to create something,” can AI gather data about human creativity to piece it all together and create content that appeals to us?

Two Ads I Like and One I Don’t – Brett Macfarlane

Meaningful ads come from understanding the honest truth of a brand, its products, and its users. Maybe rational and maybe emotional, either way based on truths.

Two Ads I Hate Out of Pure Jealousy and Some I Simply Hate – Max McKeon

It always makes me feel like an emotionless psychopath to see people sharing and talking about a supermarket Christmas ad like it was a Disney fairy tale.

New Balance Appoints Wavemaker China to Media Planning and Buying Duties

Wavemaker China has been awarded the media planning and buying duties for New Balance

Jack Morton Launches Global Innovation Practice, Genuine X

Global brand experience agency, Jack Morton, has announced the launch of Genuine X, the agency’s innovation practice.

PHD Appoints Nadia Zain as GM in Indonesia

PHD Indonesia has appointed Nadia Zain as General Manager tasked with leading PHD Indonesia across all business functions.

Adobe Expands James McCready’s Role in Japan and Asia Pacific

Adobe has announced that the President of Adobe Japan James McCready, is expanding his role to lead the company’s operations in Japan and Asia Pacific.




Avengers Actor Aaron Taylor-Johnson Narrates Powerful Dog Adoption Ad

"Every year, over 2 million dogs are euthanized around the world. Together we can end such a senseless disregard for life. Choose compassion and adopt a rescue dog today."

‘Who Are India’s Worst Drivers?’ Asks Renault in Public Awareness Campaign

"In India we all face huge traffic issues and true to our nature, all externalize the fault," said Virat Khullar, Vice President and Head of Marketing, Renault India.

Seasonal Campaign #LoveSoRare Launches 30 Films Celebrating Couples

Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has launched Platinum Days of Love’s new season’s collection with the campaign #LoveSoRare, a series of 30 digital films inspired by the design story of the collection.

Christmas Party Message: The Internet Remembers You Getting Wasted

If you're going to get shitfaced at the Christmas shindig, be smart about it so it doesn't follow you around for the rest of your life on the internet.

Get the latest news, creative work,
profiles and insights in your inbox

Thank you for subscribing!