Rangga Gandina on Implementing Sustainable Consumer Marketing Strategies with Big Data | InMobi | Open mic

As consumers seek personalized and curated experiences online more than ever, the role of Big Data in the marketing ecosystem has never been more important. As third-party cookies and the IDFA become obsolete, marketers struggle to create meaningful experiences for their audiences, a holistic approach to marketing, guided by data signals and rich insights, has never been also crucial.

InMobi’s Rajesh Pantina (Director of Marketing, Asia Pacific) sat down with Rangga Gandina of Telkomsel (GM data solutions business and partnership) to discuss how telecom big data could be leveraged to have a impact on every stage of the customer lifecycle, and the role of organizations like Telkomsel in shaping a sustainable, privacy-driven future in marketing.

Watch the full conversation now. You can find an excerpt from the conversation below.

Rangga, you have had a distinguished career doing exciting work in some of the most influential technology and digital companies, tell us a bit about your own personal journey in the digital industry and building Telkomsel and beyond

Thank you very much, Rajesh. Marketing has always been my passion since I was in college. I loved communicating the benefits of a product to a wider audience, convincing them to take action. I think the best part of marketing is that it can really touch a person’s life while changing the course of a business. With the increase in the use of digital media in Southeast Asia. I’ve just gotten deeper and deeper into marketing over the past ten years. The impact of technology has made data-driven marketing the present and the future. I wanted to understand the use and monetization of big data at a more granular level and this has shaped my professional journey.

In today’s world, data and audiences have become an integral part of every brand’s marketing strategy. What can be done to leverage big and robust telecom data to gain a competitive advantage by gaining insights into mobile audiences faster and more efficiently?

For a brand, knowing its audience starts with data. Unless marketing objectives are executed in a holistic and all-encompassing manner, it would be difficult to get a piece of the minds and wallets of customers. Leveraging big data can have a huge impact once marketers understand where their organization is at and what business goals need to be achieved. For example, for a young start-up trying to test their MVP (minimum viable product), big data can help them establish product-market fit while mapping the competition.

Big data can help a brand understand their target audience, their preferences, and the ways in which they might be incentivized. This information can not only drive advertising campaigns, but also help gauge the return on investment of marketing experiments.

Telkomsel is the largest telecommunications provider in Indonesia with over 105 million mobile internet subscribers and over 95% 4G population coverage. With the brevity and richness of incoming data signals, what kind of use cases do you see for Telkomsel big data that is available to brands?

Our use cases are driven by iterations based on market needs. We mainly focus on finding information about aggregators. With our extensive reach and follower base, we can spot patterns in our audience’s behavior and use them to extract insights, giving a 360 degree view of the market landscape for a brand and its existing competition.

We prioritize privacy by design principles while trying to understand the individual characteristics of our audience. big data helps us assess which category they fall into, how we can segment them into clusters and direct them accordingly to our digital inventory. The data at our disposal also helps us maximize creative iterations for audiences to deliver personalized experiences.

While moving away from third-party cookies is expected to drive fundamental changes in the digital marketing ecosystem, how can brands seamlessly transition into the era of privacy-driven marketing while building sustainable marketing strategies to the consumers?

What marketers need to do – and Telkomsel, as a big data provider, can help them do – is take a more sustainable approach to digital marketing. Digital marketing is more than advertising and targeting; there needs to be a well-balanced focus on gaining consumer insights, creating a strong CRM pipeline, a robust first-party data pool and only then should the primary focus of business growth can be achieved.

Building a sustainable ecosystem requires the involvement of both parties: advertisers and big data providers. As gatekeepers, we need to collect important data, build deeper relationships with end consumers. Transparency is essential. Our audience should be treated like humans and educated on how their personal information is used to create more meaningful experiences for them. However, transparent communication is a double-edged sword; it is crucial that the public is sufficiently incentivized and incentivized to share personal data without it looking like an invasion of their privacy. Gaining the trust of the relevant audiences with the right communication is essential here.

What do you think of telecommunications big data and mobile marketing solutions for the next two to five years? What is your view on this?

From a marketer’s perspective, we must first use timely data to aid in decision-making by guiding the customer through the funnel. At each stage, the audience is different, their responses are different, so we need to hold them through their life cycle. For this to happen, timely data collection and analysis is crucial.

Second, as marketers, we need to develop an audience-centric mindset, treating end consumers as subjects, not objects. Putting ourselves in their shoes will ensure that the customer journey remains as seamless as possible, resulting in less waste and a better return on investment. Contextual creatives can play a major role here, if mapped to every stage of the funnel, making it easier to retain customers. Since the metaverse narrative is stronger than ever, marketers should also be able to visualize fully immersive experiences for their customers, using the best of the Web3 capabilities available to them.

When it comes to using big data in building mobile marketing solutions, I follow the MOSAIC framework – MO stands for “marketing objective”, SA stands for “strategic audience”, and IC stands for “insightful context”. Marketers should start by understanding the marketing objective and identifying their north star metric, then get a granular view of their audience and how they can create meaningful connections between the customer and their products. Finally, insightful context refers to understanding market sentiment and consumer psychology, putting each marketing activation into context.

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