Pros: too much flexibility.
Cons: lack of management strategy, support, process and quality management.
Tasked to grow and enhance the Data & Analytics practice for Starcom Mediavest across the region, key responsibilities include formulating viable business models for profitability across clients within the South East Asian region, and advocating the art of marketing science within the group and to clients as the way forward to convergent business intelligence.
• Successfully set up Data & Analytics (DNA) department for Southeast Asia from scratch, and generated revenue stream of USD 360K for fiscal year
• Devised pricing strategies and business structure of Data & Analytics with focus on digital media platform ads serving for Starcom Mediavest Group in Southeast Asia
• Business Analytics:
o Web Analytics (Google & Adobe SiteCatalyst)
o Video, Mobile, Search Display Campaign Analytics
o Measured spends via DSP platforms (ClickTrue, Doubleclick)
o Measured media & brand health metrics against media spend investments for optimum marketing ROI
o Marketing Mix Modeling
o Media Mix Modeling
o Dashboard & Data Visualization (Real-Time Analytics) on Media & Digital Spends
o impact of media spends across brands and categories to draw insights for better campaign analysis and human-experience-based media planning
o Paid, Owned, Earned Media (POEM) marketing channels to quantify total reach & impact across all media
• Deployed for local and MNC clients (Samsung, BlackBerry, Coca Cola, Heineken, San Miguel, Bank Krungsi Thailand, UniLab Pharmaceuticals, Digi Telco-Telenor Group) across region
o Go-to-market strategies for in-house DNA suite of products & solutions
o Marketing Mix Modeling, Media Mix Modeling, Sales & ROI Optimization, Brand Health Tracking & Measurements and business analytics solutions
• Initiated collaborations with various government sectors, EDB, NUS, and IDA, to build strategic partnerships and foster industry outreach programs for the group