MarTech Thoughts | Peerapat Sirichot
How has your approach to customer engagement/retention/loyalty changed due to new MarTech tools and solutions?
Index Living Mall has new strategies based on customer behaviour tracking tools (like Clevertap) in order to understand customers. This data will be contemplated with 5 years' direction for the company.
With all the new MarTech tools and solutions now available, what's one of the key pitfalls to avoid in the procurement process?
The most dangerous pitfall is data itself; I have seen people who have been fallen into the trap of data. In the end, vision is much more important than execution and projection, therefore, we must start with our way to avoid pitfalls.
How have you best managed to integrate legacy systems with new MarTech solutions?
Legacy system will still be there, and cannot be changed, and the issue is not about the legacy tools. It is all about vision vs projection. When the projection wins the game, the policy will support legacy process and no matter how high-tech MarTech is, it is useless.