ADA recently launched the first integrated e-commerce practice through a merger with Awake Asia, a regional e-commerce enabler operating in six countries in Southeast Asia.

The exercise fully integrates Awake Asia’s operations under the ADA brand, where both parties come together to help brands in strengthening their online channels from across 10 markets in South and Southeast Asia: Malaysia, Singapore, Indonesia, Thailand, Philippines, Sri Lanka, Bangladesh, Cambodia, South Korea, and Vietnam.

The integrated e-commerce practice brings together Awake Asia’s deep e-commerce expertise with ADA’s media, creative, and analytics solutions to drive online sales for brands through:

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Digital marketing deeply linked to e-commerce revenue generation: Digital media execution integrated with e-commerce operations; customer-centric strategies and activations; performance linking external media spend to online sales.

Consumer data and analytics leveraged to uplift e-commerce sales: Utilize client’s customer data and third-party data sets to derive shopper insights, personalize content and cross and upsell via e-commerce channels.

Reaching vast audiences in super apps and marketplaces: Optimize customer touchpoints across super apps and owned apps and websites; deploy Marketing Technology solutions like customer data platforms (CDP); attribution tools to track and optimize conversion funnel.

“At ADA, our belief is that e-commerce should not be a siloed execution but needs to be deeply integrated into the brand’s analytics, media, creative, and marketing technology investments – only then can we achieve superior performance,” said Srinivas Gattamneni, CEO, ADA. “The merger brings together an integrated approach for brands to reach and convert digital consumers.”

Integrated analytics

Leading the division is Simon Paterson, who joins ADA as chief of e-commerce enablement and the former CEO of Awake Asia.

“Over the past five years, Awake Asia has built a formidable e-commerce enablement business in Southeast Asia,” Paterson said. “We are excited to embark on this new phase of growth with integrated analytics, media, and creative to boost e-commerce operations for all brands in the region.”

The merger opens a new market for ADA in Vietnam with over 150 e-commerce specialists currently serving more than 120 brands.

As more brands are forced to adapt to capture the “great migration” of consumers from offline to online, business owners are still in the dark on navigating the challenges to maximize return on investment. This opportunity is expected to surge to $100 billion in Southeast Asia, with a compound annual growth rate (CAGR) expected to rise by 24.6% (2017 – 2025).