We are excited to feature Piyapoom “Champ” Seechang, Director of B2B Marketing Thailand at Michelin, in our Speaker Interview series. Piyapoom will be sharing his expertise on Predictive Analytics in an upcoming panel discussion at the Global Virtual MarTech Summit on 19 February 2025. His unique combination of engineering background and marketing expertise promises to deliver valuable insights into data-driven customer behaviour analysis.
About Michelin
Michelin is a global leader in tyre manufacturing and mobility solutions, known for its innovation and commitment to sustainable mobility. The company delivers high-quality tyres and services across multiple sectors, from passenger vehicles to heavy industries. Beyond tyres, Michelin provides digital services, maps, guides, and mobility experiences, establishing itself as a comprehensive mobility partner for businesses and consumers worldwide.
Quick Q&A with Piyapoom
Could you please give us a quick introduction of yourself?
I’m Piyapoom Seechang, Country B2B Marketing Director for Thailand. With a background in Engineering and Management and over a decade of experience in Marketing, Sales, Business Development, and Strategic Planning, I’m deeply passionate about customer centricity, personalisation, collaboration, partnerships, and people development. I see marketing as a blend of logic and creativity, where engineering precision meets the art of communication and networking. I’m constantly seeking opportunities to learn and improve, both professionally and personally.
Why did you choose to participate in this summit?
This summit brings together passionate marketing professionals, industry experts, and empathetic leaders willing to share insights and ideas. It’s the perfect platform for meaningful connections and learning, and I’m excited to be part of this inspiring group.
What is the one MarTech decision you made in 2024 that you’re most proud of?
In 2024, we pioneered a new approach in B2B marketing by collaborating with key opinion leaders in targeted communities to personalise and communicate our offers. This strategy, a first of its kind in our industry, utilised external influencers instead of internal resources, leading to remarkable outcomes, including double-digit growth in key areas.
What challenges do businesses in the tyre and automotive industry face when implementing predictive analytics?
The tyre and automotive industry faces three major challenges in implementing predictive analytics:
- Data Quality and System Fragmentation – Disparate systems and inconsistent data hinder insights.
- Talent Shortage – A lack of skilled professionals slows progress.
- Resistance to Change – Many struggles to embrace data-driven decision-making.
Overcoming these requires investment in robust data infrastructure, workforce upskilling, and fostering a culture that values innovation and evidence-based strategies.
What upcoming developments in your industry are you most eager to explore? What trends or shifts in the market are you most looking forward to in the next year, and how do you plan to stay ahead of the curve?
I’m eager to explore how predictive analytics can transform the tyre and automotive industry, from demand forecasting to customer insights and proactive maintenance. Key trends this year include advanced data integration, the rise of EVs, and digital transformation across supply chains. To stay ahead, I plan to invest in data infrastructure, enhance my team’s analytical capabilities, and promote a culture of innovation that embraces change, ensuring we remain adaptive and competitive.
A huge thank you to Piyapoom “Champ” Seechang for sharing his valuable insights! His leadership at Michelin exemplifies how combining technical expertise with marketing innovation can drive significant business outcomes. Don’t miss his session at the Global Virtual MarTech Summit on 19 February 2025 for deeper insights into predictive analytics and customer behaviour!
Join Us Now!
We are looking forward to meeting you Virtually on 19 February 2025!
➡ Get tickets now! https://themartechsummit.com/global-virtual-summit-february#registration
➡ Interested in becoming a partner? Don’t hesitate to get in touch with us at sponsor@themartechsummit.com.
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Last updated: January 2025
