“ Very often , marketing is done based on ‘ gut feeling ’. In general , it ’ s still not very academic or data-driven ”
— Kirill Mankovski , Managing Director , ADA
PARNTERS research that demonstrates millennials can run the gamut of demographics , many of which might contradict preconceptions of the group ( for example in a recent study released by ADA 41 % of millennials have children ; only 5 % are students ; the majority are in a relationship ; etc ), he states that ADA ’ s job is to make this multiplicity apparent and to help formulate strategies accordingly . “ We ’ re focusing on achieving a client ’ s desired outcome , whether that ’ s regional expansion or driving higher revenues . But , because of the amount of data available , there is no single solution .”
The company ’ s mission to keep its clients informed has extended to COVID-19-based consumer research , which it hopes will clarify patterns of behaviour during a seemingly chaotic
One of ADA ’ s key partners is Monty Mobile , a value-added service ( VAS ) and telecom solutions provider headquartered in London . Founded in 1998 , the company has an extended portfolio of clients across multiple sectors , including fintech , IoT ( internet of things ) and mobile advertising .
Regarding their partnership , Mankovski says , “ We have been partnering with Monty Mobile to monetise our telco channels . With new messenger apps replacing previous forms of SMS , we are trying to see how these technologies can still be utilised . Monty is helping ADA to monetise these channels and find new clients and use-case applications .”
177 businesschief . asia