“How many times have you launched an ad campaign with tons of data in hand, but zero confidence it’ll actually work?”
This was the opening punchline from David Lapetina, Vice President of Engineering & Technology at Kyanon Digital, during his talk at the Vietnam Martech Innovation 2023 Workshop last November.
Information is king – data rules supreme
In recent years, data has been widely seen as a corporate “goldmine” for marketing campaigns. But while sitting on this goldmine is one thing, telling the “gold” apart from the “junk”-and actually using it effectively, remains a massive challenge for most businesses.
With over 20 years of data experience across both Vietnam and global markets, David notes that when kicking off marketing and ad campaigns, many companies obsess over sleek visuals to boost customer experience. In doing so, they completely forget that tracking and leveraging the data behind that experience is what actually matters.
Once you have the data, what comes next?
According to David, businesses and marketing teams need to focus heavily on data quality and integrity. In plain English, before pushing any message out, you need to filter it and personalize it for each specific customer.
“Customers hate getting the same text two or three times. On the flip side, if the information is half-baked, they’ll just dismiss it as irrelevant,” David said. On top of that, what brands truly need for their campaigns is accurate, real-time data.
Core data must be synchronized
Connecting and syncing data across different platforms is absolutely vital. Working at Kyanon Digital and consulting various companies, David notices a common reality: many businesses use a fragmented mix of tools to manage their apps and social media channels without ever syncing their core data.
For instance, a user might spot an ad on Instagram, click the link, and land on a broken page or a non-existent product. Yet, if they go directly to the brand’s website, the item is right there. “Then they decide to visit the physical store, only to be told it’s out of stock. The result? The customer walks away frustrated, buys from a competitor, and never comes back, all because of a glitchy experience,” David illustrates.
Experts agree that tracking what customers like and do gives brands the power to predict what they’ll want next. Big Data tools help brands talk to their customers better, offering a personalized feel that actually drives business performance.
Data is a company’s lifeblood
David also believes that marketers need to know how to tell compelling stories with data. Take a company trying to sell a tool that optimizes daily workflows. After extensive research, the data shows that this solution saves people 5% of their working time.
According to David, if the marketing team just leads with that “5%” stat, nobody will really care. 5% of an hour is only 3 minutes; it sounds tiny. But if they dig deeper into the analytics and realize their target audience consists largely of work-from-home freelance moms, they can craft a much better story. Something like: With this platform, you get 18 extra days a year with your family.
“Now that hits different,” David says. He emphasizes that data is truly the lifeblood of any organization. “Everything in Martech or CRM software runs on data. But it has to be clean, high-quality, and well-managed. Basing your marketing strategies on deep, sharp insights is the only way for companies to stand out and win in today’s market.”
About Kyanon Digital
Kyanon Digital is a Vietnam-based leading Digital & Technology Company empowering businesses to achieve Growth and Impact through Completed Technology Solutions. We are a trusted partner to Make Digital Impact. It’s not only about Technology, it’s about the impact of business processes, ensuring happy customer experience and optimizing operations.
Founded in 2012, Kyanon Digital is a dynamic and forward-thinking agile digital transformation partner. With over 14 years of experience, more than 500 experts across Vietnam and Singapore, and offices in Vietnam, Singapore, Thailand, Australia and Malaysia.
Recognized 6 years in a row (2020–2025) by VINASA for excellence in digital transformation, e-commerce & logistics solutions, Kyanon Digital is also recognized regionally for innovation and impactful digital solutions at Asian Technology Excellence Award 2023.
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