Is Personalization More Challenging in Asia-Pacific than in the US? - eMarketer
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eMarketer Interview

Is Personalization More Challenging in Asia-Pacific than in the US?

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An interview with

Ander Orcasitas

General Manager, Asia-Pacific, Dynamic Yield

Topics:

Interview summary

(Not pictured)Mukund RamachandranVice President, Global MarketingDynamic Yield After bracing for a significant push into Asia-Pacific, executives at personalization technology provider Dynamic Yield uncovered why marketers in Asia must approach personalization differently than they do in the Western world. eMarketer’s David Green spoke with Ander Orcasitas, Dynamic Yield’s general manager for Asia-Pacific, and Mukund Ramachandran, the company’s vice president of global marketing, about the challenges brands face when creating a personalized experience for consumers in key markets in Asia.

Interview

eMarketer: Do marketers in the US and Asia approach personalization differently?

Ander Orcasitas: The US is a few years ahead of Asia in general—it’s more like eight years ahead of Southeast Asia. The only player in China doing a high level of personalization right now is Alibaba.