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Tawin Tusnajareon | Central Group

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How has your approach to customer engagement/retention/loyalty changed due to new MarTech tools and solutions?

From better understanding customers using data & analytics, we could provide relevant products and/or services to customer at the right time and right channel, it changes the way that we engage/acquire/retain them totally.

With all the new MarTech tools and solutions now available, what’s one of the key pitfalls to avoid in the procurement process?

Ensure it aligns to your business and/or use cases. Sometimes, very good MarTech tools are not fit for your organization.

How have you best managed to integrate legacy systems with new MarTech solutions?

Understand what legacy systems can and cannot do. Design and prepare an integration layer that can orchestrate and integrate to legacy systems with a cost-effective, secure and robust way.

What MarTech vendors have impressed you with their solutions and understanding of true business needs and challenges?

Not really specified. There is no one fit for all. Custom build solutions are the best but it requires time to make it happen and depends on the use.

How has your organisation / team dealt with the challenge of the marketing industry and wider digital world evolving at such a fast pace?

We evolve ourselves by acquiring digital marketing and tech people to work with us internally and externally.

What is your key takeaway piece of advice that you would give when speaking to others on how to evaluate and select a MarTech stack?

Understand your organization and select the right partner/technology that fits your firm.

How did your MarTech journey begin? Please let us know your top 3 findings and discoveries.

1. Better understanding customers

2. Track and monitor journey

3. Continuously optimize communication and execution for the whole journey using data and analytics

For you and your team, which is currently recognised as the larger challenge – MarTech integration or MarTech strategy?

MarTech strategy > Challenges: How to make your management understand MarTech and invest in this stack.

MarTech integration > Challenges: How to improve customer experiences by integrating current system with the new platforms.

Have you mainly chosen to adopt established MarTech or have you also looked into the emerging opportunities? Which?

With our size, we’re looking for established and well known MarTech platforms however we still have discrepancy gaps from those big vendors who cannot change easily. We start adopting new tech to learn and fix these gaps fast as well.

What do you predict as being the top MarTech trends for 2020?

Open API and AI & Machine Learning would be the norm in Thailand very soon

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Read the Post-Summit Report of The MarTech Summit ASIA @Singapore, April 2024, to see what we discussed at the summit!

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