Y&R Hong Kong has launched a new first-party data analytics and activation service, with the simple stated aim of "helping brands win more business". Named ‘1-to-1’, the in-house service will collect information directly from customers to help deliver more personalised content.
“Marketers have acknowledged that first-party data delivers the highest return on investment of any data type, giving [brands] competitive advantage because it is unique to their business,” said Beverly Ho, general manager of Y&R Hong Kong. “The authenticity of first-party data provides deeper insight, inspires more meaningful and targeted messages to audiences with improved efficiency using programmatic advertising.”
The service is expected to be particularly relevant to the Hong Kong market, given that the mobile subscriber penetration rate in the territory reached 233.7 percent in December, according to the latest statistics from the Office of the Communications Authority.
“The heartbeat of marketing in this mobile-led digital economy lies in building personalized relationships with consumers," said Ho. "To achieve this, we need to know consumers well, and the closest version of today’s consumer truth lies in brands’ own first-party data.”
Leading the rollout of the new service will be Kelvin Leung, who joins Y&R as head of digital commerce. Leung is experienced at building digital services, having set up a regional affiliate programme in six different markets in his former role as head of partnership at Compare Asia Group, the financial products comparison platform. Before this, he worked in advertising and marketing at agencies in both Hong Kong and Canada, including a two-year stint at iProspect Hong Kong as a search market specialist.