Antsomi's Serm (left) with SMG's Seng. This partnership underscores the need for media companies to embrace innovation, ensuring they remain competitive.
PETALING JAYA: Star Media Group Bhd
(SMG), which has a diverse portfolio that includes the country’s leading English-language newspaper and news portal, multiple radio stations, event businesses, and more, is embarking on a journey to unify and leverage its customer data effectively.
In a statement, the media powerhouse said it had chosen Antsomi CDP 365 as its customer data platform to drive its first-party data strategy and enhance customer engagement across multiple touchpoints.
Antsomi CDP 365 is a software-as-a-service solution that helps publishers unify customer data and activate it across multiple channels with hyper-personalised messages and customer experiences.
By working with Antsomi, a regional marketing technology firm with clients in Asia Pacific, and implementing Antsomi CDP 365, SMG aims to create a comprehensive single customer view, enabling deeper insights into audience behaviour and preferences for better engagement and services.
In an era where media consumption habits are rapidly evolving, publishers must stay ahead by leveraging on technology and data-driven solutions. “This partnership underscores the need for media companies to embrace innovation, ensuring they remain competitive,” said SMG.
Kevin Seng (pic, right), senior general manager of technology at SMG, emphasised the significance of this initiative.
“As a leading media group in Malaysia, we have many touchpoints with our readers and customers, both online or offline. This first-party data can help us better serve them.
“The adoption of a customer data platform, Antsomi CDP 365, will allow us to achieve our goals while also adhering to the relevant privacy regulations through appropriate data anonymisation.
“This platform supports our commitment to a long-term first-party data strategy, enhancing our engagement and offerings for our audiences.”
Antsomi CDP 365 will enable SMG to create a unified customer view by integrating data from online sources such as websites and mobile apps with offline sources like events and on-ground activities.
This integration allows the media group to form a comprehensive 360-degree customer profile, enhancing personalisation efforts across its various platforms.
By understanding customer behaviour in-depth, SMG aims to drive digital subscriptions for The Star Digital through a multi- touchpoint approach, ensuring better engagement and retention of its audience.
Additionally, the artificial intelligence (AI)-driven audience segmentation capabilities of Antsomi CDP 365 will enable SMG to leverage the IAB (Interactive Advertising Bureau) dictionary and taxonomy to classify users accurately.
The AI-trained model will then sync audience data to The Star’s ad server, Google Ad Manager, allowing for more relevant ad targeting based on user behaviour and context.
Furthermore, the platform will significantly enhance data analytics and reporting for The Star’s analytics team, providing broader insights to facilitate improved strategic decision-making.
It will also enable the delivery of contextual surveys to targeted audiences based on content relevance, ensuring higher engagement rates and more effective audience feedback collection.
Serm Teck Choon (pic, left), co-founder and CEO of Antsomi, shared his enthusiasm for the partnership: “We are honoured that SMG has selected Antsomi CDP 365 as its customer data platform.
“This collaboration marks a significant step in empowering the media group with the right data strategy and approach to optimise audience segmentation and engagement.”
Both SMG and Antsomi are looking forward to a long-term partnership that will drive innovation and data-driven decision-making within the media industry.
“By harnessing the power of AI and first-party data, SMG sets a precedent for how publishers can adapt to technological advancements to serve their audiences better.
“This collaboration is expected to create a significant impact not only within Malaysia but also across the region, inspiring other media organisations to accelerate their digital transformation and redefine the future of media engagement,” said SMG.
