HOW DID THE DIGITAL ECOSYSTEM CHANGE LAST YEAR?
The digital environment in the MENAT region underwent crucial changes over the past year especially in the areas of audience identification and personalisation in a cookie-less environment, Martech adoption, investment into advanced AI and data science capabilities and commitment to data privacy regulations.
WHAT WORK ARE YOU MOST PROUD OF FROM LAST YEAR?
We at Kinesso, as a pioneer in using data and technology for marketing effectiveness and as a prominent player in the market, responded adeptly to the dynamically evolving digital ecosystem:
Audience identification and personalised targeting: The strategy of Kinesso was based on the audience identification and personalised targeting by integrating Kinesso identity systems, Fusion frameworks and AI and data science- powered tools, capabilities to deliver custom solutions at scale for key themes for brands/campaigns which proved even more interactive, and effective with customer brands.
Rapid adoption of MarTech: Kinesso as a market leader in MarTech innovations, we included mechanising processes, improving the effectiveness of campaigns and integrating cloud-based platforms with international and local marketing partners and vendors.
Growing investment in AI and data science: We at Kinesso took a proactive approach to adopt the latest technologies such as Gen AI, AI, deep learning for campaign segmentation, personalised creative and various use cases which translated into higher returns on marketing investment.
Data privacy emphasis: Assuming an increasing importance on the privacy of information, Kinesso formulated plans to enable a sensible utilisation first-party, syndicated and third party data.
The emphasis on personalised experiences reaffirmed the company’s commitment to data privacy, an aspect that continues developing in tandem with regulations and expectations of consumers.
Kinesso’s emboldened responses to take up the role of a leading data and technology-based entity, which in partnership and collaboration with the media, creative, social agencies and brands will help accelerate the digital strategy for marketing success in the region.
-By Karthik Kumar, Managing Director at Kinesso MENAT
