In this episode, Michael Waitze speaks to Nadia Rodiukova, Country Manager, Thailand at Insider. Having started out being a client of Insider, Nadia shares her experiences and what made her commit to the jump in careers, as well as how Insider played a part in this. At the time Nadia joined Insider, they were beginning their stride into the Asia markets. Although she only had a vacation experience to Asia previously, Nadia has been instrumental in building Insider’s stronghold in Asia.
Nadia also shares more about what Insider does, focusing on online growth and customer retention. Using artificial intelligence and machine learning, Insider can cater personalised experiences for different user groups, be it a new visitor or a returning customer. Nadia attributes Insider’s growing customer base to the newfound realisation by modern day companies about the need for a paradigm shift in the style and method of digital marketing. No longer is simply reaching out to the masses with a general call to action enough, but continual optimization and tailored treatment for every potential customer or user.
Providing a fictional example of how a business would optimize their experiences, Nadia explained situations where a business could provide a new user with onboarding to welcome them and acquaint them with the products, while retaining existing customers by possibly offering a return promotion or discount.
Having also worked with companies with years on years of data and information, she reveals that not many companies can analyse the data, let alone generate useful statistics. Companies with the ability to analyse the data, however, are mostly only able to do so after the collection, missing out the golden period where a potential customer is still active and browsing. Insider takes these to another level, by providing real-time analysis of incoming data and providing immediate personalization to the end-users.
As an expatriate, Nadia also shares her thoughts on the Thai market economy and feels that it is “closed” especially to foreigners, citing her initial challenges of finding working partners. She believes that in Thailand, not only do you have to be open to working together with new people in start-ups, but also be open to global opportunities for growth.
This episode’s audio was expertly edited and this episode’s summary was written by Yong Yun Jing.