Serm drives first-ever AI-enabled customer data platform in SEA

Meet Antsomi’s CDP 365 – an artificial intelligence-enabled marketing technology software that empowers everyday businesses to understand each of their individual customers’ profiles at scale. The software is the first of its kind developed out of Southeast Asia.

The brainchild of co-founders Serm Teck Choon (left) & Dinh Le Dat (right), the idea for Antsomi and Antsomi CDP 365 sparked when the two discovered similarities in their passion for using data to transform businesses of today.

Antsomi is a marketing technology company serving businesses globally and the launch of CDP 365 is to drive impactful marketing actions via multiple channels, both online and offline, 24 hours a day and as the name suggests, 365 days a year.

How the software works is it uses AI engines to unify all existing customer data from multiple data sources – such as mobile, web, social media, CRM, DMP, POS, offline channels, etc. -–to form individual customer profiles. These are then activated across multiple channels that are highly personalised to the customer lifecycle stages.

The activation channels include mobile, website, email, conversations, digital ads, in-store, product recommendations and 1-to-1 engagement.

Antosomi’s co-founder, Dinh Le Dat is a technopreneur, big data and AdTech evangelist. His latest achievement was starting Ants Programmatic, a leading digital agency in Vietnam with an annual revenue of US$20 million.

“Data is the new oil of the 21st century. In today’s digital economy, the role of data is central to understanding a business’s strengths, weaknesses, and untapped opportunities,” said Dinh, who is also the company’s executive chairman. “It is important, therefore, that businesses are able to decode their data to understand the nuances of their customer lifecycles and act on them seamlessly across multiple channels.”

CEO and co-founder of Antosomi is Serm Tek Choon, who recently stepped down from his role as country head of CtrlShift Malaysia. Serm is an active industry thought leader in Malaysian and regional media, the AdTech industry and served two terms as the president of the Malaysian Digital Association (MDA) from 2016 to 2020.

“In today’s complex digital world, businesses already collect plenty of data on their customers from multiple sources but without the proper means to make sense of this information, the data becomes overwhelming, confusing, and time-consuming to utilize to drive results,” Serm said. “Antsomi CDP 365 aims to address this by empowering companies to automate the consolidation of data to understand their customers’ behaviour and drive action accordingly.”

As an example, Serm explained that similar to when a customer walks into a retail store and receives product recommendations from the store manager based on her preferences, which can be identified in real-time by mapping her mobile device ID, loyalty app and her related online browsing habits.

Upon purchase, CDP 365 would then follow up on her customer journey through messaging, email or push notification, to drive the next online purchase to happen, thus shifting the 1:1 marketing from online to offline then to online again, he explained.

Antsomi is headquartered in Singapore, with branch offices in Malaysia, Indonesia, and Vietnam.