Amazon Web Services (AWS), an Amazon.com company, announced that ADA, a leading company providing advanced data analytics and business insights services in 10 markets across Asia, has built its XACT data management platform on AWS.
XACT helps companies like telcos, banks, retailers, financial service providers, and travel agents develop more personalized customer engagements, increasing sales by up to 700%. During the pandemic, enabling at-scale personalization became a growth driver for ADA as consumers’ brand interactions shifted from the physical world to digital environments. XACT, which has grown ADA’s business by 240% in 2021, enables high levels of personalization by making data visualization easy for creative and advertising teams. With XACT, companies can easily design and build data-driven marketing strategies with the flexibility to precisely segment their target audiences, using data that covers consumer attributes like gender, age, and device type collected from 375 million mobile devices and 400,000 apps. Born on AWS and running its entire infrastructure on the world’s leading cloud, ADA is using the breadth and depth of AWS capabilities, including machine learning,
databases, and analytics, to help customers better understand and predict consumer behavior.
Globally, companies are becoming more data-driven as the quantity of data generated by mobile devices expands. Using this anonymized data to better connect with consumers has become critical to driving brand growth. To analyze and store more than 500 GB of data from more than 50 data pipelines daily, ADA needs a scalable, agile, and automated data platform that delivers actionable insights into consumer behavior, helping customers drive sales. To store and analyze customer data, ADA built a data lake using Amazon Simple Storage Service (Amazon S3), an object storage service, to centrally store 800 TB of structured and unstructured data. Using analytics services, including Amazon Redshift, a cloud data warehouse service, and AWS Glue, a serverless data integration service, XACT analyzes consumer data like age, gender, and location to build consumer profiles that enable ADA customers to create targeted and relevant marketing content.
Using Amazon SageMaker, a fully managed service to build, train, and deploy machine learning models, ADA’s 70 data scientists built 11 machine learning models. These models automate data analysis and enable ADA customers to accurately predict consumer behavior, like when a customer is likely to change telco carrier, buy fuel, or dine out, and deliver personalized marketing content, like promotions or discounts, to consumers across South and Southeast Asia.
“From day one, AWS has helped us build innovative solutions that enable our customers to make better decisions using data,” said Simon Samuel, Head of Data Analytics at ADA. “We built our XACT data management platform on AWS, and the scalability and agility of the cloud help us easily handle and analyse large quantities of data. With XACT, leading brands across our region are using the power of machine learning to understand consumers better and deliver effective targeted marketing campaigns.”
“Understanding data is critical to helping organizations get closer to their customers, and ADA is bringing data fluency to our region with the XACT data management platform on AWS,” said Azhar Abdullah, Head of Enterprise Business at AWS Malaysia.
“Helping companies use data to provide better services and products requires advanced cloud capabilities, including machine learning and data analytics, and we are thrilled to help ADA continue its mission to help its customers grow.”
