Is APAC a myth in this Digital Diversity

1. © 2019 Borderless Access 1

2. First Measure Of Diversity - Geography Americas Middle East Asia Pacific Africa Europe © 2019 Borderless Access 2

3. Automation – Game Changer for MR Text, Speech, Video Analytics Social Media Listening Integrate multiple data streams – Online, Mobile, Multi Store Data, etc. Post Purchase Behaviour

4. Localization, Glocalization & Digital Diversity: Can automation be the driving force to leverage these? With the onset of globalization, is the cultural and digital diversity relevant to insight generation? Can localization be an element that can be used for automation? In this era of digital diversity, can marketers leverage digital behavior with insights from localization? © 2019 Borderless Access 4

5. When localization was undervalued Replicated international experience in growing market like India without accounting for localization Collaborated with local partners Local partners tied to government Chinese are content with stylish models Adopted China’s “commercialization model,” Chinese Prefer US and European models Indians more demanding & prefer complete package Price, fuel efficiency, cost of ownership Indians more inclined towards Japanese & European models Lack of presence in tier 2/3 cities Consumer Power Local Adaptation Friendly Distribution Network Source: Economic Times 5 © 2019 Borderless Access

6. When market learnings were leveraged Capitalized the expanding Chinese social networks to tap into the local culture Unique innovative app - Makeup Genius Campaign featuring supermodel Du Juan Capitalise on consumers expectations – premium services Acquisition - Yue Sai Enabled easy way to communicate the look & feel Chinese digital social/mobile market Pudong Research center studies unique properties L’Oréal Luxe portfolio Local Adaptation Consumer Power Friendly Accurate  Launched wide portfolio catering to almost every segment  Successfully marketed by selecting local celebrities  Tapped local social media channels effectively Success Story across APAC 6 © 2019 Borderless Access

7. Asia Pacific: Region with Diversity Shrinking population with nuclear families Some Aspects of Diversity across APAC Precedence over individual Society – Identity/status determined by age/gender Rural Population – 22% o Family Values o Government Collective Orientation Filial Piety Formal & Hierarchical Society Government with supreme political authority Rural Population – 42% o Society India o Language o Population Density Ethically & Religiously Diverse o Rural and Urban Spread Hugely diverse culture with group orientation Parliamentary Democracy Patriarchal society Rural Population – 68% Hierarchical culture Group orientated & diverse society Rural Population – 60% Source: Asia society, Pacific Bridge, DSS, © 2019 Borderless Access 7

8. Diverse Mobile Maturity Landscape Within APAC: India and Indonesia With Close Vicinity Type of Device Forms Used Mobile Phone Internet user penetration rate in Asia Pacific is > 60% 100% Large mobile exclusive audience Large mobile exclusive audience overlap with desktop Mobile Only Audience as % of Mobile 80% Singapore India Indonesia China Korea 60% Japan Malaysia 40% Smaller mobile audience but heavily overlapped with desktop Smaller mobile audience 20% Mobile Audience as % of Desktop Source: Statista 0% 50% 100% 150% 200% 250% 300% 350% 8

9. Driving MR with Automation: Amalgamation of Engagement Behaviour and Survey Responses Indonesia and India Primary Research Sample/ Timeline Age Group Objective Background Both countries share • Values • Customs • Democracy • Religions Identify the differences in behavioral pattern of consumers 600+ consumers in each market 30-55 years Capturing Digital Behaviour Panel Engagement Parameters o Language of Communication o Preferred Devices Online Interaction Social Media participation Media & Entertainment consumption o Activity and Response Patterns Online Shopping Financial Planning Holiday & Travel o Response History o Average time spent on surveys A E C B D o Profiling parameters o Average clicks per month o Fatigue index o Engagement quality index © 2019 Borderless Access

10. India and Indonesia: Regionally Similar and Yet Diverse Social Platforms Digital Activities – Day Part Online Shopping - Factors News Seek Info Pricing Convenience Convenience Better Prices Social Media Shopping Shopping Chatting Free Shipping Time Saving Entertainment Time Saving E-books Need Based Online Shopping - Categories Financial Products - Decision Making Holiday & Travel - Decision Making Pricing Customer Service Pricing Transparency Destination Destination Accommodation Price Food & Groceries Apparel Help Reviews Transparency Performance Reviews Trust Brand Price Assistance E-Books Cosmetics © 2019 Borderless Access

11. Machine Learning: Predicting How To Connect With Each and Every Consumer Next Time Panel Database Output Controlled Group (Prop. Panels) Personal & Demographic Panel IDs Predict Behaviour & Time of Deployment Behavioural Data Personas Identified Data Management Automation – Predictive and Analytics Engine Survey Elements Platform Predict Preferred Device of response Digital Activity Explored Group (Survey Data, etc) SMS E-Mail Unique IDs Online Interaction Push Social Notification Identify methods of survey engagement Social Media Channels 11 © 2019 Borderless Access

12. Hence Channelizing and Customizing Targeting By Market Determined the right time and date Maximized channel efficiency from past panel behavior Adaptive Invites E-Mail SMS + E-Mail Push Notifications Micro segmented panelists through preferred devices of response Smartphone Laptop Desktop © 2019 Borderless Access 12

13. Improvising on the Engagement Avenues To Build Efficiencies Likelihood of participation 61% 55% 15% 23% Completion Rate 16% 10% 13% 3% Before Predictive Analytics After Predictive Analytics © 2019 Borderless Access 13

14. Creating Business Impact: Research Effectiveness Pre Analytics Post Analytics Avg LOI Avg LOI 15 minutes 15 minutes Predictive Analytics Study TAT Study TAT X Hours of Study 0.7 X Hours of Study Quality Quality 1.12X – No. of Responses X – No. of responses Better Quality Lower TAT & Attrition Retention Retention 1.2 X of Actual Participation X - Actual Participation © 2019 Borderless Access

15. Localization, Glocalization & Digital Diversity – Automation to Drive Consumer Connection Building on the Relevant Nuances Leverage digital channels, time & device for better engagement With the onset of globalization, is the cultural and digital diversity relevant to insight generation? Can localization be an element that can be used for automation? Predictive Analytics to leverage localization, digitization in optimum manner In this era of digital diversity, can marketers leverage digital behaviour with insights from localization? Enable to build custom made profiles © 2019 Borderless Access 15

16. AI Led Engagement for Predicting Channels of Consumer Connections To Drive Growth COMMUNICATION STRATEGY Value proposition ORGANIZATIONAL STRATEGY Informed decision to globalize, localize or glocalize PREDICTIVE ANALYTICS Build target personas/custom profiles based on digital behaviour TRACKING CONSUMER BEHAVIOR Understand the consumer in the given geographic and cultural environment © 2019 Borderless Access 16

17. Get closer than ever to your customers. So close, in fact, that you tell them what they need well before they realize it themselves. - Steve Jobs © 2019 Borderless Access 17

18. Thank You Aditi Bhonsle Connect with us on www.borderlessaccess.com 18