Unlocking Data-Driven Growth from Offline Events with Antsomi CDP 365, Vol.3

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Introduction

The ASEAN Consumer Goods (FMCG) market is characterized by channel diversity, ranging from modern retail to traditional stores and e-commerce platforms. It faces intense competition from local brands and the emergence of a price-sensitive middle class. In such a complex market, for new product launches and brand penetration, data-driven customer understanding and personalization are key, rather than just mass promotion. For consumer goods manufacturers, experiential promotions such as new product sampling and in-store demonstrations are extremely important. However, in many cases, they face the challenge of not sufficiently acquiring crucial customer data, such as who engaged, what their interests were, and how they felt, making it unclear how these experiences connect to subsequent purchasing behavior. Here, using a major consumer goods manufacturer's product launch event as an example, we will explain how Antsomi CDP 365 solves this problem and contributes to business success and revenue growth.

Chapter 1: Pre-Event: Data Strategy to Maximize Customer Profile Building and Interest Generation

Experiential events for consumer goods are the first point of contact with customers. How well customer interest is generated and data is collected at this stage significantly influences subsequent marketing effectiveness. Antsomi CDP 365 enables deepening customer understanding independent of purchase data.

Customer Profile Construction and Preference Data Collection through Online Mini-Games

• Mini-games such as "Your Taste Diagnosis Quiz" or "New Flavor Combination Challenge" are implemented on a dedicated event Zalo Mini App (leveraging its high usage rate in Vietnam and without requiring app installation). Participants' diagnosis results, quiz answers, play time, and choices are automatically ingested into Antsomi CDP 365 and linked to their customer profiles. This automatically builds and enriches detailed preference data such as customers' "taste preferences," "flavor preferences," and "texture preferences," which are often invisible from purchase data alone.

Personalized Incentives and Pre-Event Engagement

• Discount coupons redeemable at supermarkets/convenience stores are automatically delivered via Zalo messages based on mini-game diagnosis results. By making these coupons trackable (e.g., requiring a specific QR code scan upon redemption), indirect purchase effectiveness can be measured, visualizing the connection between the event and sales.

• Furthermore, SNS campaigns promote redirection to the event's dedicated website or Zalo Mini App. If users register or participate in mini-games there, that behavioral data is then integrated into Antsomi CDP 365. By uploading customer lists segmented in Antsomi CDP 365 to SNS advertising platforms (e.g., Facebook Ads) as custom audiences, personalized event announcements and coupon deliveries can also be deployed via SNS ads, strengthening event attraction.

• Marketers and service providers can propose a strategy that realizes personalized approaches based on individual customer preferences from the pre-event stage, elevating anticipation for the event, and effectively acquiring high-quality leads that are likely to lead to subsequent purchases.

Chapter 2: During the Event: Visualization of Offline Behavior and Real-time Engagement

Consumer goods events, by allowing customers to "experience" products, create strong motivations that are memorable and lead to purchases. Antsomi CDP 365 improves the quality of this "experience" while collecting and utilizing valuable offline behavioral data in real-time.

In-Venue Behavior Tracking and Customer Journey Visualization

• QR code-enabled "event passes" and a dedicated event smartphone app are linked with beacons installed throughout the venue (e.g., design, battery technology, charging infrastructure, VR experience, test drive reception booths). When attendees scan their QR codes or when beacons record their dwell time, detailed offline behavioral data is accumulated in Antsomi CDP 365 in real-time. This data includes who visited which booth, when, for how long, and what paths they took. This visualizes individual attendees' in-venue customer journeys, providing deeper insights.

Real-time Personalization and Purchase Promotion

• Behavioral data and game results obtained at the venue (e.g., "highly rated a specific product after tasting," "succeeded in a spicy challenge") are reflected in customer profiles by Antsomi CDP 365 in real-time, automatically delivering personalized messages and coupons on the spot. For example, customers who highly rated a tasted product receive a discount coupon for that product and information on the nearest store. Game winners receive exclusive benefits, thereby instantly converting the excitement at the event venue into purchasing behavior.

Limited Edition Merchandise Sales and Direct Purchase Data Collection, Enhanced Online Redirection

• For sales of limited edition merchandise at the event venue, the POS system is integrated with Antsomi CDP 365. By scanning the purchaser's "event pass," direct purchase data (who bought what and for how much) is linked to Antsomi CDP 365. Antsomi CDP 365's automation features then deliver personalized coupons redeemable at the official online store and information on related merchandise from Antsomi CDP 365 to limited edition merchandise purchasers, strengthening redirection to online sales channels.

• The utilization of Antsomi CDP 365 at this stage transforms mere sampling into a "data-driven experience that promotes customer understanding and immediate purchases." Marketers and service providers can provide concrete strategies to capture customer hearts at the event site and translate that excitement into sales.

Chapter 3: Post-Event: Continuous Customer Understanding and Building Brand Loyalty

In the consumer goods business, converting one-time purchasers into repeat customers and brand fans is crucial for maximizing LTV (Customer Lifetime Value). Antsomi CDP 365 enables the utilization of event-acquired data for long-term customer nurturing and overall brand strategy.

Utilizing Event Participants as a "Research Panel" to Deepen Customer Insights

• Based on event participants' customer profiles (taste preferences, in-venue behavior, limited edition merchandise purchase history, etc.), specific segments are extracted using Antsomi CDP 365's segmentation feature. To these segments, detailed, periodic surveys for new product development and marketing strategy are delivered. Survey responses are automatically ingested into Antsomi CDP 365 and linked to customer profiles, continuously enriching them with detailed insights into customer preferences and needs. For example, qualitative data such as "opinions on new product packaging designs" or "expectations for new flavors" can also be managed as part of the customer profile. Respondents receive incentives like early access to new product samples or invitations to exclusive events, enhancing customer advocacy and loyalty.

Expansion as a CRM Platform for All Brands

• Customer profiles collected at the event are enriched with tags such as "general interest in noodles," "health-conscious," and "convenience-oriented," in addition to "flavor preference," through mini-games and surveys. Antsomi CDP 365's analytics identify latent needs (e.g., "customers who don't buy junk foods but are interested in low-carb noodles or cup soups") not visible from purchase data. A scenario is designed using Antsomi CDP 365's journey builder to personally deliver information on other brand products (e.g., non-fried noodles, cup soups, Japanese-style noodles) that match their preferences, maximizing customer LTV. This enables organizations and marketers to build a customer nurturing strategy that spans all brands, not just single product promotions.

Optimizing Marketing Initiatives and Visualizing ROI

• Antsomi CDP 365's dashboard provides real-time visualization of key metrics for each campaign, such as message open rates, coupon redemption rates, in-venue behavior of event attendees, survey response rates, and social media engagement rates. By leveraging Antsomi CDP 365's A/B testing feature and AI/ML optimization suggestions, the most effective channels and messages are identified, reducing wasteful advertising spend. This enables rapid and accurate data-driven decision-making, maximizing the cost-effectiveness of marketing investments and supporting sustainable growth.

• Marketers and service providers can demonstrate that events are not just new product launch support, but "data acquisition and market research tools" that deepen marketing strategies. By contributing to strengthened redirection to sales channels, repeat purchases, and overall brand customer nurturing, they can provide continuous, high-value services, secure stable fees, and build long-term partnerships.

Conclusion

Offline events are evolving from mere one-off promotions into "strategic channels" that build deep customer relationships and drive sustainable brand growth. And the powerful tool accelerating this evolution is Antsomi CDP 365.

Antsomi CDP 365 fundamentally resolves the challenges traditionally faced by event marketing, such as "limitation in data acquisition," "ephemeral effects," and "difficulty in measuring ROI". By visualizing the "invisible customer" and providing personalized customer experiences, it becomes possible to translate the enthusiasm generated at events into long-term brand loyalty and purchasing behavior.

Partnering with Antsomi CDP 365 and its team brings significant benefits:

• Maximizing Event Value: It dramatically increases event value in terms of both customer experience quality and business results.
• Data-Driven Strategy Formulation: It enables the formulation and execution of highly precise marketing strategies based on customer data, rather than vague hypotheses, providing concrete evidence.
• Clear ROI: It quantitatively visualizes event outcomes and clearly demonstrates the cost-effectiveness of marketing investments, making reporting and securing future budgets easier.
• Competitive Differentiation: Data-driven offline events become a powerful, inimitable competitive advantage, enhancing brand strength.
• Establishment of New Revenue Streams: Beyond one-off event operations, by offering higher-value services such as continuous data analysis, customer nurturing, and personalized campaigns, organizations can secure stable and larger fees.

A data-driven customer experience is the key to sustainable growth in modern business. To open the future of your offline events and carve out new horizons of success and revenue, we sincerely look forward to partnering with Antsomi CDP 365 and its team.