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Hanoi Data Solution Summit 2024: When 80% of Software Goes to Waste
120 C-level executives gathered in Hanoi to confront a provocative truth — most enterprises invest heavily in MarTech but activate less than a fifth of its potential. Here's what we learned.
June 30, 2024 · AKA Digital Team
The 2024 Data Solution Summit drew over 120 senior marketing and technology leaders to Hanoi for a frank conversation about the state of MarTech adoption in Vietnam and Southeast Asia. The central finding: despite significant investment in platforms and tools, the majority of capabilities go untouched.
Key Takeaways
- check_circle 80% of enterprises invest in MarTech software but only use 20% of its features
- check_circle The gap between deployment and activation is the single biggest drain on marketing ROI
- check_circle First-party data strategies are now a board-level priority, not just a tech team concern
- check_circle CDP adoption in Vietnam is accelerating — brands that move now will own the customer relationship
Want to learn more about how these strategies apply to your business in Southeast Asia?
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Photos from the Event
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