Unlocking Data-Driven Growth from Offline Events with Antsomi CDP 365, Vol.1

Introduction

Offline events, where brands directly interact with customers, are invaluable marketing channels that provide "sensory experiences" and "brand enthusiasm" that cannot be obtained in the digital space. For example, the excitement of gripping the steering wheel at a new car launch, the joy derived from tasting a new product, or the thrill of encountering cutting-edge technology—these moments are deeply etched in customers' memories, fostering strong brand affection.

However, traditional offline events have faced common challenges:

• Limitations in Data Acquisition: It has been difficult to acquire detailed data on who engaged, what their interests were, and how they behaved within the event venue.
• Ephemeral Effects: When an event ends, contact with customers often ceases, making it difficult to sustain the enthusiasm generated during the event.
• Difficulty in Measuring ROI: There is an inherent challenge in quantitatively measuring how event participation connects to subsequent purchasing behavior.

In today's rapidly digitizing world, offline events are reaching a point where their full potential can be unleashed by adopting a data-driven approach. This shift requires a robust strategy and the right technology to turn physical interactions into quantifiable, actionable data.

Chapter 1: Evolving Trends in Event Marketing and the New Role of Marketing Professionals

In the past, offline events were often considered a "one-off advertising expense." However, today, there is a clear trend for events to strategically shift to become the "core of a data-driven customer acquisition and retention engine." This transformation is driven by the modern consumer's customer journey, which is no longer linear or confined to a single channel.

The "OMO (Online-Merge-Offline) model" has become an essential requirement. In this model, digital channels boost event awareness and participation, and offline interactions stimulate subsequent digital engagement. Experiential marketing is positioned not just to create memorable moments, but to design "living brand stories" that are inherently data-rich and shareable, bridging the gap between the physical and digital worlds.

Along with this shift, the expectations of brands and marketers have also changed significantly. They now demand "strategic capabilities" that contribute directly to achieving business objectives, rather than mere logistical support. The modern value proposition increasingly focuses on data, technology, and measurable Return on Investment (ROI). Professionals who invest in data science, marketing technology (MarTech) integration, and strategic consulting capabilities are securing higher-value contracts and becoming indispensable partners for their clients or organizations. Embracing this wave of transformation is essential for establishing a future competitive advantage in marketing and sales.

Chapter 2: Challenges in Implementing Data Marketing for Offline Events and Solutions Provided by Antsomi CDP 365

Successfully implementing data marketing for offline events still presents many hurdles. Overcoming these challenges is crucial for marketing teams and service providers aiming to become true strategic partners.

Main Challenges of Data Marketing in Offline Events:

• Technical Challenges: Integrating diverse data sources collected at event venues (QR code scans, surveys, sales interviews, etc.) with online data sources (CRMs, e-commerce sites, advertising platforms) is extremely complex. Limitations in real-time data collection, a lack of tools for efficient analysis, and the difficulty of automating personalized communications are also significant issues.
• Organizational and Human Challenges: Events are often primarily viewed as "attraction" or "brand awareness" initiatives, with a low awareness of "deepening customer understanding" through data. Event planning/operations, marketing, sales, and IT departments often operate independently, leading to "data silos" where customer data is fragmented. Furthermore, a shortage of skilled personnel for data analysis and utilization remains a practical problem.
• Budgetary Challenges: Implementing advanced platforms like Antsomi CDP 365 and analytical infrastructure requires upfront investment. Quantifying the ROI based on long-term perspectives such as increased customer loyalty and Customer Lifetime Value (LTV) is difficult, making it challenging to secure the necessary budget.
• Privacy and Security Challenges: Data protection laws (e.g., PDPA, GDPR) are becoming stricter, mandating strict requirements for data collection, use, storage, and consent. Building systems and acquiring expertise to comply with these laws is necessary, as the risk of data breaches or misuse directly impacts brand image and legal liability.

Antsomi CDP 365 provides powerful solutions to these complex challenges. It is a platform that centralizes the collection, integration, and analysis of all customer data, building a comprehensive profile for each individual.

Chapter 3: Antsomi CDP 365: The Core Platform for Transforming Offline Events into Data-Driven Customer Experiences

To overcome these complexities and transform event marketing into a true growth engine, Antsomi CDP 365 offers a powerful, integrated solution. Its strengths, particularly in the context of offline events, provide value that is difficult to achieve with traditional CRM or Marketing Automation (MA) tools.

• Ability to Integrate Diverse Data Sources: Antsomi CDP 365 ingests, cleanses, and matches fragmented customer data—including in-venue behavioral data, online engagement, survey responses, and social media mentions—to automatically generate a single customer profile (360-degree view). This enables the detailed understanding of the overall customer behavior and visualization of "invisible interests" and "latent needs," eliminating the inefficiency and errors of manual integration.
• Real-time Customer Understanding and Action: The platform enables near real-time execution from data ingestion to segmentation and personalized message delivery. This allows for immediate responses to customers' "current" interests and needs during the event, optimizing the in-venue experience on the spot.
• AI/ML-Powered Insights and Automation: Based on customer profiles, AI/ML predicts what products customers might be interested in next, and identifies the optimal communication channels and timings. It then automates personalized message delivery and customer journeys, drastically improving marketing efficiency. This allows teams to deploy optimal strategies at scale, based on data, without relying on subjective judgment.
• Platform for Continuous Customer Understanding and Nurturing: Beyond one-off event interactions, it continuously enriches customer profiles through survey responses and content engagement, functioning as a platform that fosters increased brand advocacy. This enables the transformation of event-generated enthusiasm into long-term customer relationships and continuous revenue.

Antsomi CDP 365 integrates, automates, and optimizes these functionalities, resolving the challenges of offline events and delivering overwhelming efficiency and effectiveness. As a result, this significantly enhances the value provided to customers and stakeholders, directly leading to better business outcomes and growth.

To be continued in Vol.2