Michael Smith, chief commercial officer for Singtel Advertising, talks about the company's commitment to tap big data. See how his team plan to use data-driven marketing in the coming months.
While telecom companies might be notorious for becoming "dumb pipes" as innovations bypass existing services, Singtel, Singapore's largest telco operator, has started to explore using its data to drive new business opportunities for advertisers.
Michael Smith, chief commercial officer for Singtel Advertising, part of Group Digital Life spoke to ClickZ about the company's commitment to tap big data. From hiring up to 40 data scientists to providing targeted digital ad solutions and even creating a third party mobile app ecosystem.
Find out from this video interview as Smith shares how his team at Singtel Advertising plan to use data-driven marketing to target advertisers and media agency professionals in the coming months.
Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.
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