On average, the region saw a 109% growth in data as organizations grappled with urgent plans to plunge into e-commerce.
Given that data is the lifeblood of the digital pandemic economy, what kind of information have organizations in the Asia Pacific region (APAC) been purchasing to supplement their own self-collected statistics on demographics, interest or intent?
According to one provider of data enrichment services, Lotame, the period from Q2 to Q3 last year saw a 109% growth in third-party data sales in the APAC region. India saw 555% growth, followed by Malaysia at 190% and Taiwan at 178%. In Oceania, Australia saw 43% growth and New Zealand saw 6% growth during that period.
As interest in third-party data enrichment grew, the most popular APAC audience segments that were purchased in Q3 2020 included:
- Health & fitness
- Computers & technology
- COVID: home office needs
- Food & beverage
- Real estate
- Parenting
- Personal Loans
- Retirement
According to Zuzana Urbanova, the firm’s Head of Data Solutions (APAC): “The end of the third-party cookie does not imply that third-party data is going away, or that marketers will be able to make less use of it. We saw a jump in third-party data enrichment as (the pandemic) left marketers and publishers with outdated information about their target audience.”
Urbanova said the pandemic has made it clearer that the volume and reach of third-party data will always play a vital role in building great personalized customer experiences that are both reliable and relevant in the moment. “With the ongoing pandemic, we’ve seen how consumer sentiments and behavior are changing drastically and rapidly. These top eight segments across the region resonated with the current environment during Q3.”
The firm’s data, sourced from its Data Exchange that is claimed to be the world’s largest second- and third-party data marketplace, also showed strong growth in third-party data enrichment across South and North Asian markets from Q2 2020 to Q3 2020:
- Vietnam: 376.35%
- Hong Kong: 108.52%
- Philippines: 92.06%
- Japan: 70.16%
- Thailand: 64.2%
- Indonesia: 44.39%
- Singapore: 27.77%
Since Q2 2020, the firm has been creating pandemic-related data to enable marketers and publishers to reach relevant audiences. The data sets have included discount shopping, online food delivery, home office needs, fitness activities, active online shoppers, and others.
