Data and artificial intelligence company ADA has announced the launch of the region’s first integrated eCommerce practice through a merger with Awake Asia, a regional eCommerce enabler operating in six countries in Southeast Asia.

The merger integrates Awake’s operations under the ADA brand from June fulfil the needs of brands seeking to move online in 10 markets in South and Southeast Asia.

Awake has extensive eCommerce expertise while ADA offers media, creative and analytics solutions.

Under the co-operation, the two companies link digital media execution with e-commerce operations as well as customer-centric strategies.

The co-operation will also utilise clients’ customer data and third party data sets to derive shopper insights, personalise content and cross and upsell via e-commerce channels.

Customer touchpoints across super apps and owned apps and websites will be optimised.

Srinivas Gattamneni, chief executive officer of ADA, said: “At ADA, our belief is that e-commerce should not be a siloed execution but needs to be deeply integrated into the brand’s analytics, media, creative, and marketing technology investments – only then can we achieve superior performance.

“The merger brings together an integrated approach for brands to reach and convert digital consumers.”

The merger opens a new market for ADA in Việt Nam where over 150 e-commerce specialists currently serve more than 120 brands.

Simon Paterson, ADA’s chief of eCommerce enablement and the former CEO of Awake Asia, said:  “Over the past five years Awake Asia has built a formidable eCommerce enablement business in Southeast Asia. We are excited to embark on this new phase of growth with integrated analytics, media, and creative to boost eCommerce operations for all brands in the region.” — VNS