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Hypertargeting with ADA’s Consumer Insights Explorer (CIE)

With three major Southeast Asian countries celebrating their independence day in August, we can expect a shift in spending patterns and choices of activities across Malaysia, Indonesia, and Singapore.​

The three leading countries in Southeast Asia have a population of over 300mil, almost half of the entire Southeast Asia. Although cultural taste and purchasing power may differ across the countries, there are some similarities in the change of behaviour when it comes to long weekends.​

These changes in behaviour are obvious when we start to follow their digital footprints. Our data experts dived into our XACT data of over 375 million datasets to uncover that: ​

  • With limited movement allowed in the region, people are exploring local destinations and activities now more than ever.​
  • Some personas are looking to take the time to ponder over big purchases as use of shopping apps increased. ​
A graph of consumer insights
A graph of consumer insights

Understanding the Rapid Change in Consumers’ Behaviour Post Pandemic

Make every dollar count and up your digital marketing game through data-driven targeting. Formulated by data experts using XACT, our proprietary data management platform with over 375 million datasets, these personas represent insights drawn from actual digital footprint and not just creative hunches.

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Anurag Gupta

Chief of Agency

Anurag Gupta

Anurag is an integrated communications leader, skilled at unlocking growth opportunities. As Chief of Agency and COO, Anurag leads all country teams with the objective of making ada the leading digital marketing agency in each market. He is also responsible for expanding ada’s portfolio in Asia beyond its current set of 1,200 brands and set market teams up for further scale and growth.

Anurag has more than two decades of experience in building teams, creating and executing integrated, complex communication programs spanning insights, creative, new and traditional media, and CRM. He has been in leadership roles at leading integrated communication agencies – Wunderman/Possible, WPP Team P&G Asia, DDB Mudra Max, Geometry India, Draft Worldwide East Africa, managing large teams, and working with top clients like Unilever, P&G, BP, Samsung and Vodafone. While at Wunderman, he led WPP’s largest horizontal team in Asia for P&G where he built a bespoke team of integrated communications experts to manage all in-market activities for the FMCG brand. He has more than 300 local, regional and international awards to his credit, including Cannes Gold, and AMEs Asia Gold. Anurag is also a non-executive board member and advisor for a mobile start-up, Skrilo.