Currently, marketing advertisements are being widely disseminated to consumers. According to a report by Nielsen, from January to April 2024, Thailand’s advertising spending has increased by 4%, equating to more than 1.255 billion baht compared to the previous year. However, it is estimated that over 44% of digital advertising budgets in Thailand are wasted due to ads not reaching their target audience, which is higher than the Asia-Pacific average of 33%. This presents significant challenges for many companies and organizations in capturing consumer attention and effectively conveying their messages.
LINE is one of the most popular channels for companies and organizations to communicate their marketing strategies with customers in Thailand. Reports indicate that by 2024, the number of active users on LINE will reach 56 million. Additionally, LINE allows brands to collect first-party data on their customers, enabling them to gather insights and better understand customer needs. As a result, more companies are eager to send marketing messages through LINE. However, this trend has led to consumers receiving an overwhelming number of irrelevant messages, resulting in many of them not being opened and causing numerous LINE accounts to be blocked to reduce disturbances.
Crescendo Lab, a leading provider of Omnichannel MarTech and SalesTech solutions, recognizes the pressing issue of irrelevant data flooding the market. To address this challenge and enhance marketing and sales efficiency for over 500 prominent brands worldwide, Crescendo Lab has developed innovative tools. With headquarters in Taiwan and expanding services to Japan and Thailand, General Manager Iantha Wu from Crescendo Lab Thailand emphasizes that the abundance of useless data not only detracts from consumer experiences—subjecting them to unnecessary information—but also causes companies and organizations to waste substantial marketing budgets on outreach that fails to effectively reach target audiences. Consequently, many companies are increasingly turning to data-driven marketing tools to gather insights into customer needs, allowing for hyper-personalized marketing messages that resonate with individual preferences.
The MAAC (Messaging Analytics & Automation Cloud) tool from Crescendo Lab is designed to stand out with its advanced AI technology and automated customer data collection or auto-tagging. This allows companies and organizations to deliver the right message, select products that meet customer needs, and send messages at the optimal time when customers are active on LINE. By creating messages tailored to individual customer needs, it increases the open rate, reduces irrelevant messages that may annoy customers, enhances satisfaction, and builds a positive experience with the organization.
Crescendo Lab is the first and only software as a service (SaaS) provider in Thailand to develop the MAAC marketing tool technology, which can track individual LINE friend open counts. This innovation enables companies and organizations to analyze marketing results on LINE and plan highly personalized marketing strategies with precision.
Advanced hyper-personalization strategies create a seamless experience for customers engaging with brands across multiple channels. This requires continuous data collection throughout the Customer Journey to build a 360-degree customer profile. In addition to MAAC, a marketing technology tool, Crescendo Lab has developed CAAC (Conversation Analytics and Automation Cloud), a sales technology solution that enables companies and organizations to converse with customers and manage teamwork effectively. This helps deliver exceptional service and create superior experiences, ultimately leading to successful sales closure. The collaboration between MAAC and CAAC allows for a comprehensive understanding of customer needs through holistic data collection in the Customer Data Hub (CDH), software that gathers customer information from all channels.
The hyper-personalization marketing strategy offered by Crescendo Lab aligns with research from McKinsey, which highlights the significant role of personalization marketing in today’s businesses. Reports indicate that this strategy can reduce customer acquisition costs by up to 50%, boost sales by 5-15%, and increase marketing ROI by 10-30% (McKinsey, 2023).
PlayStation Thailand, a leading video game and entertainment company, has chosen the Martech tool MAAC to enhance its marketing strategy by collecting diverse customer interest data. This data is used to create hyper-personalized marketing plans that deliver tailored marketing messages based on the devices or games customers are using, precisely timed for when they are most active, such as when they are using LINE. As a result, the open rate increased significantly from 30% to 70%.
Patcharaporn Pikulkaew, Designer/Communication at PDM Brand, a Thai furniture and home decor business that has gone international, revealed that the MAAC tool significantly reduces customer disruptions on LINE. With a diverse range of products, the brand benefits from collecting customer interest data through the auto-tag feature in MAAC, enabling accurate customer segmentation. This allows personalized messaging to be sent according to the specific products customers are interested in. For instance, customers interested in mats receive marketing campaign messages related to mats, while those focused on home decor receive messages about decor items. As a result, PDM Brand has seen an increase in open rates from 20% to 70%, a threefold increase.
While Jetda Suwannaphai, Chief Marketing Officer of Atmo’ Decor, a premium artificial flower e-commerce business, shared that the MAAC tool not only facilitates advanced hyper-personalized marketing but also allows the brand to allocate marketing budgets more efficiently. The MAAC tool’s deeplink feature helps to collect data on customer sources, enabling insights into which channels or marketing messages in posts yield the best results.
In just 7 years since its establishment in Taiwan, Crescendo Lab has rapidly grown and expanded its services to Thailand and Japan as a B2B2C SaaS provider focused on gathering and managing data for maximum business benefit to clients. With MAAC and CAAC as its flagship products, Crescendo Lab is committed to ensuring the security of customer data and has achieved international recognition through the ISO 27001 certification for information security management. Trusted to handle data for over 500 well-known brands worldwide, Crescendo Lab expertly manages LINE Official Accounts.
