Marketing and Insights

Collaboration between marketing and insights helps make better decisions to devise stronger and more consumer focused campaigns that drive businesses forward.

Central to the function of insights is data intelligence which creates models that helps the marketing team identify their most valuable customers - understanding their motivations and ever changing attitudes. This will help the brand attract, retain and grow its customer base going forward. Marketing data analytics is also useful to help drive the brand's personalisation strategy. For example, it helps use look-a-like modelling to target new consumers on Facebook who matches the characteristics of their existing customers.

Performars found that some of the most successful companies have research, data and analytics sitting across the company, reporting directly to the CEO.

Marketing Insights is crucial for customer-centric businesses

Marketing insights is the heart of commercial success because it creates an understanding of what makes customers tick. It therefore helps build effective strategies for market penetration and customer loyalty, meaning it should always have a seat at the table alongside marketing.

Fostering a culture of customer-centric thinking with a test and learn mentality will bring marketing and insights closer. Decision makers need to build customer learning programs together and senior leaders should be asking questions like, "have we tested this with our customers?”

Ray Choi

Ray Choi

Insight Storyteller

Mastery in market research methodologies and data analytics. Full stack insight building experience for global leading companies like SAMSUNG. Senior researcher at Ipsos, GfK.

Anthony Tan

Anthony Tan

SEA insight storyteller

Southeast Asia market research for over 16 years. His insightful knowledge on consumer trend spans throughout SEA, including Singapore, Malaysia, Indonesia, Vietnam, Thailand and Philippines. Senior research director at GfK.

Joa-02-01

Joa Chin

Researcher for Indonesia/Malaysia

Indonesia and Malaysia market and market research expert with various project experience for industry leading companies. Senior research manager at Nielsen and GfK.

산드라

Tran Ngoc

Researcher for Vietnam

Vietnam market and market research expert with various project experience for industry leading companies. Senior research manager at global research institutes.

윌리엄헝

Jeff Xu

Researcher for China

China market and market research expert with various project experience for industry leading companies.