Insider collaborated with Databricks to organize the Growth Hack Series event in a roundtable format with real-life speakers from OCB Bank and AWS, with a limited number of special guests exclusively for leaders in the banking, insurance and retail sectors.
Main topic of the program: "When CTOs & CMOs Meet: Predictive Modeling to Monetization - Personalizing the customer journey with AI & machine learning."
A journey from data to concrete action, from forecasting to sustainable growth.
The event brought together more than 40 senior leaders - including CMOs, CDOs, Head of CX, Head of Digital - from leading banks, retail corporations, and B2C brands that are transforming to build real-time personalized experiences.
In an era of increasingly complex customer experiences (CX), businesses cannot stop at just “sending the right message at the right time.”
Instead, it is necessary to create a closed ecosystem: Connecting-analyzing-acting across departments and technology platforms.
Insider and Databricks aim to create a space for practical exchange - where successful businesses can share their journey of building a solid data foundation and exploiting that data to drive real growth at every customer touchpoint.
Highlights of the event
AWS - Building a Flexible AI/CDP Platform for Businesses
Quang Chu - Senior Solutions Architect, AWS
AWS offers a comprehensive and flexible ecosystem that is ideal for businesses pursuing AI strategies and managing customer data:
- Flexible scalability according to growth needs
- High security - optimal customer data protection
- Serverless infrastructure - reduce operational load
- Ecosystem from storage (S3, Glue) to AI (SageMaker) operates smoothly
This is the ideal platform to integrate CDPs like Insider, creating a powerful data-driven system.
Practical lessons
Large financial and retail businesses in Vietnam are using AWS to:
- Optimize data pipeline
- Reduce insight mining time
- Accelerate the deployment of personalized use cases with AI
Databricks – Unlocking real-world value from data
Vuong Nguyen – Solutions Architect Lead, Databricks
Current situation
Many businesses have data but have not yet exploited its true value. The reason: Data is fragmented, unstandardized, and cannot be activated for personalization.
Solution from Databricks
- Create a unified data platform, instead of fragmented data
- Data quality management & standardization
- Share data between platforms without copying (zero-copy)
- Apply AI/ML to problems such as: Predicting card opening ability; predicting churn; calculating CLV score, purchasing behavior
Integrate with Insider - from data to action
- AI data from Databricks transferred to CDP Insider via API or Delta Sharing
- Insider automatically segments customers and triggers personalized behaviors: Pop-ups, messages, product recommendations, customized offers...
Key Message
Data is meaningless if it can't be converted into growth. Databricks turns data into action and creates real value.
Insider - Personalize the customer experience to the fullest
Jack Nguyen - Regional Managing Director SEA, TW & HK - Insider
Why do businesses need data and personalize journeys?
Increased revenue or reduced costs come from understanding user behavior and needs at each stage of the customer life cycle.
- For the operations team: Need to look at data to know which parts are not optimized.
- For users: Knowing who needs care at the right time and in the right way will create a superior experience.
Data not only serves marketing but is the foundation for optimizing all sales, service, debt collection, loyalty, call center...
From Marketing Automation to Single Customer Tech Stack
Marketing automation is outdated. The current trend is to build a Single Customer Tech Stack: Gather data-analytics-personalization-engagement-measurement-on a single platform.
- Not only for marketing but also for product, CX, CS, sales…
- What is integrated into this stack includes: SMS, Zalo, Email, App Push, Web Push, Recommendation Engine, Chatbot, Gamification, Agent One, and even advertising account integration for automatic activation.
Businesses can control all customer interactions at every touchpoint - automatically, consistently, and in real-time.
Lessons from Insider's long-time partners
Many major brands in Vietnam and the region have accompanied Insider for more than 5 years, expanding from basic personalization to building an entire CDP & CX system:
From simple digitization, to automated segmentation, enabling omnichannel journeys, and using AI to enhance experiences.
They are not just using one product, but transforming their entire operation to a customer-centric platform.
New CDP + AI creates real-world value
CDP is the first part, but the value comes when AI is connected to the action process: Combine with Databricks to predict churn, credit score, card opening ability, behavioral segmentation…
Insider receives data, automatically segments it, and triggers relevant interactions: Send surveys, suggest cards, remind about installment offers, upsell luggage, or remind about personalized debt collection…
Where are Vietnamese businesses and what are the next steps?
Most businesses already have the basics in place. But stopping here would miss out on greater potential.
The next step is to build a comprehensive CDXP: Connecting marketing-data-CX-operations into a connected circle.
- Personalization not only on app/web but also call center, CS, VIP members, sales, care.
- Activate Agent One: Shopping Agent, Conversational Commerce - to both advise and support effective purchases right in chat channels.
Summary of sharing New thinking about data and AI - digital transformation story at OCB
Guest Dialogue
- OCB, Alex Tran, Director, Artificial Intelligence, ITDT Division
- Insider, Quy Do, Enterprise Account Director
The problem is
Many businesses are still spending too much time "cleaning" old, messy data from many departments but the results are still not as expected.
OCB took a different approach: Starting with a new, clean data system, with a clear strategy to move faster and more efficiently.
Valuable perspectives from the conversation
Data transformation isn't just technical - it's strategic
OCB doesn't try to patch old data, but builds a new platform from scratch - saving time, easy to scale, and expand for complex AI use cases.
AI is worthless without the involvement of the business team.
For AI to work effectively, businesses need a clear onboarding process for teams using AI output – from marketing, sales to operations – ensuring the data is not only correct but also actionable.
Technology Vendor is not just a platform - it's a technical companion
The vendor's technical team plays a key role: Structured problem solving, systematic consulting, and in-depth support for smooth and sustainable implementation.
Listening to the repeated questions from the business team - that's the insight
Instead of forcing them to query data themselves to save costs, observe what they ask most. This is a signal to build more effective data products, simplify the experience, and increase adoption.
The event helps businesses see a clear roadmap: From data (Databricks) - Analysis & forecasting - Multi-channel action (Insider) - Sustainable growth
Conclusion: Data is only truly valuable when it becomes an action that creates growth.
The “When CTOs & CMOs Meet” event provided a practical and in-depth look at how leading businesses are transforming data into competitive advantage through the combination of AI, CDPs, and personalized customer experiences.
The message throughout is strong: Data is not just for analysis, it must be actionable. And to do that, businesses need an intelligent data platform, deeply integrated between departments, from technology to marketing, operations and customer care.
It is time for CX to no longer be a Marketing story but a shared mission for the entire business. With the support of Databricks and Insider, Vietnamese businesses can:
- Connect and master data from multiple sources
- Predict customer behavior, needs and risks
- Personalize real-time interactions, right person-right time-right channel
- Optimize customer journey from acquisition to loyalty
Ready to move from data to real growth?
Experience Insider's Demo Hub now to discover the right solution for your business. Schedule a 1:1 consultation with an Insider expert at: https://useinsider.com/product-demo-hub
Source: https://www.vietnamplus.vn/khi-du-lieu-gap-trai-nghiem-cx-khong-con-la-lanh-dia-rieng-cua-marketing-post1042764.vnp
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