Well-managed customer data is foundational to successful marketing. The act of reaching the right person at the right time, with the right message, requires solid data management practices. As customer data and data quality are at the core of delivering personalized marketing programs, companies need to be equipped with the right data with to run campaigns that will solidify customer loyalty and attract new prospects.

With a vast volume of customer data available for collection across a range of sources such as websites, email, social media, bots etc., we do not store any PII data in our systems and maintain proper data governance.

The Asia Pacific region is expected to be the fastest-growing region for the global data quality and data governance market. The region is currently in its initial growth phase. The disparities in target audience profiles, cultures, and languages across the region can pose challenges for a brand trying to secure market share, or for any data provider trying to gather quality data at scale.

This increased spend and focus on customer data management will be crucial to winning the hearts and minds of customers going forward. As we work together to fully understand the impact of this global pandemic on marketing, the APAC region is where consumer behaviour is evolving rapidly. Brands that are able to build their data capabilities can speed up their journey in the internet marketing curve. Data from certified data providers will allow brands to provide experiences and marketing that is more relevant and useful to customers because it is better customized to their own needs and interests. In this context, Neutronian, a leader in independent data quality measurement, has developed data quality standards that enforce and highlight the good players in the marketing ecosystem who follow best practices.Affinity Answers is the first data provider in the Asia Pacific Region to be awarded the Neutronian Certification Badge for its programmatic audiences and addressable audience data. This certification will play a powerful part to continuously monitor and evaluate the quality and integrity of our data. Our badge is our honour: we’re happy to not only show off the quality of our data, but provide marketers with the highest level of transparency and reassurance available.