“Personalization and technology will eventually define consumer involvement at their junction. Our goal is not just to satisfy but also foresee and surpass consumer expectations,” says Andy Chang (Nay Lin Zaw), global head of marketing technology and engagement solutions at Electrolux Group.
As head of consumer engagement solutions, Chang’s work has transformed how businesses engage with their consumers. By combining technology with a thorough understanding of consumer behavior, he has created unmatched experiences.
“Data is the new oil,” Chang asserts. “However, like oil, its value comes from refinement. We continuously enhance our data processing procedures to derive valuable insights that drive our business forward.”
Chang’s team uses machine learning (ML) algorithms to predict consumer patterns and adjust marketing strategies using advanced segmentation, retargeting, predictive analytics, recommendations, and content optimization algorithms. This proactive approach boosts revenue growth and enhances client loyalty.
In 2023, a significant portion of Electrolux’s total earnings in the region that adopted these technologies was derived from artificial intelligence (AI) and ML-enhanced marketing operations, demonstrating the financial impact of these innovations. As the head of consumer engagement solutions, Chang’s work has been instrumental in transforming how businesses interact with consumers.
By merging advanced technology with a deep understanding of consumer behavior, he has created unmatched experiences that set new industry standards. “The organization’s readiness to scale up the technology is crucial to ensure that the benefits outweigh the investment. This should be the foundation of the commitment at a global scale. The success of CDP implementation depends entirely on the organization’s existing consumer data landscape,” Chang says.
“We must be honest and not assume that new technology will work miracles. A well-architected foundation with personalization goals and compliance in mind is a prerequisite for achieving meaningful results promptly,” he adds.
Enhancing Consumer Engagement
Chang’s journey exemplifies technology’s profound impact on the consumer products sector. With a degree in computer science and experience across various industries, he has consistently pushed the boundaries of marketing technology. In a previous role, he oversaw the creation of a global marketing customer data platform (CDP), setting the stage for his current achievements.
Chang’s direction at Electrolux resulted in a notable change towards data-driven, tailored marketing plans. In 2023, under his leadership, Electrolux deployed a global CDP, a technology that highly utilizes machine learning and AI to centralize and integrate customer data from multiple sources.
The technology enabled personalized marketing and enhanced customer experiences for e-commerce and online media platforms, resulting in a significant reach with relevant content, ultimately increasing sales. One of the use cases alone reached 9.5 million consumers. According to the company’s annual earnings report, the region that adopted this technology was the most profitable in the area in 2023.
The Impact of AI and Data
AI and advanced data analytics have revolutionized consumer engagement. Industry projections estimate that the global market for AI in consumer goods will expand at a compound annual growth rate of 25% between 2023 and 2030. Chang’s early adoption and strategic implementation of these technologies have positioned Electrolux as an industry leader.
“Data is the new oil,” Chang asserts. “However, like oil, its value comes from refinement. We continuously enhance our data processing procedures to derive valuable insights that drive our business forward.”
Chang’s team uses ML algorithms to predict consumer patterns and adjust marketing strategies using advanced segmentation, retargeting, predictive analytics, recommendations, and content optimization algorithms. This proactive approach boosts revenue growth and enhances client loyalty.
In 2023, a significant portion of Electrolux’s total earnings in the region that adopted these technologies was derived from AI/ML-enhanced marketing operations, demonstrating the financial impact of these innovations. As the head of consumer engagement solutions, Group Marketing Technology, Chang’s work has been instrumental in transforming how businesses interact with consumers.
By merging advanced technology with a deep understanding of consumer behavior, he has created unmatched experiences that set new industry standards. “The organization’s readiness to scale up the technology is crucial to ensure that the benefits outweigh the investment. This should be the foundation of the commitment at the global scale. The success of CDP implementation depends entirely on the organization’s existing consumer data landscape,” Chang says.
“We must be honest and not assume that new technology will work miracles. A well-architected foundation with personalization goals and compliance in mind is a prerequisite for achieving meaningful results promptly,” he adds.
Balancing Innovation with Privacy
While data-driven marketing offers numerous benefits, it also presents challenges regarding privacy. Chang emphasizes the importance of transparency and ethical data use, recognizing that consumer trust is paramount. To this end, Electrolux has implemented robust data protection measures and complies with global data privacy regulations, ensuring consumer data is used responsibly and transparently.
Industry-Wide Influence
Chang’s influence extends beyond Electrolux. As a Marketing Technology Summit advisory board member, he plays a pivotal role in shaping industry standards and promoting best practices. His insights on emerging trends and technologies are highly sought after.
He is also a regular speaker at the Marketing Technology Summit APAC & MEA, where he addresses the critical elements and often unspoken truths about marketing technology adoption and principles for global enterprises.
In 2023, he emphasized the importance of team dynamics between Marketing and Information Technology teams and promoted open, modular architecture. At the recent Global Martech Summit in May 2024, he discussed the often hidden and costly side effects of a fragmented consumer data landscape.
Chang also hosts a popular podcast, “The Forward Podcast,” which covers his career progression from software engineer to global technology leader, the challenges of global leadership, and future trends in marketing technology and AI. This platform further amplifies his influence in the industry.
Setting New Standards
Chang’s work is a beacon of leadership and innovation as the consumer products sector evolves. His ability to merge technology with a deep understanding of consumer needs has set a new benchmark in the industry. Looking ahead, he remains committed to pushing the boundaries of what is possible. “Innovation is a continuous journey,” he states. “We must always seek new ways to improve and adapt. The key is to stay curious and never stop learning. And it all starts with people.”
Chang’s commitment to quality and innovation positions Electrolux and the industry to embrace the opportunities and challenges of an ever-evolving global marketplace. His narrative highlights his achievements and underscores the transformative power of visionary leadership in the consumer goods sector.
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