AS Southeast Asia transitions to the digital economy, many businesses that have digitized are in a better position to leverage technology to achieve realistic and measurable business outcomes. Consumption across online platforms is now ingrained as the way of life in Southeast Asia with the region's digital economy projected to be worth $360 billion by 2025.

With consumer behavior firmly shifting into the digital space, it is imperative that businesses move their operations and marketing into digital channels. Businesses that are just dipping their toes in digitization would face the harsh truth that 57 percent of digital transformations fail to hit the initial target that they first set out to achieve. For larger businesses managing multiple retail and communication channels, a more holistic approach is required for them to utilize data insights and act on data-driven decisions.