E65 - Sue-Anne Lim - Interoperating Branding, Advertising and Marketing with Data Science

Sue-Anne Lim is the Chief Executive Officer (CEO) of Trapper, a
leading marketing and media agency in Malaysia. Trapper helps
clients grow their business exponentially through innovative and
integrated solutions. The company has full-scale digital
marketing and data analytics capabilities to serve its clients.


At Trapper, Sue-Anne recently led the rebranding of the company
from Trapper Media Services to Trapper to signify a company-wide
brand transformation that centres on a growth culture.


Previously, Sue-Anne was the managing director of CLEAR Kuala
Lumpur, a global strategy consultancy specialising in unlocking
growth via business, brand, experience and innovation design.


She was also the Managing Partner at United & Free Co. and
Chief Data & Strategy Officer at Dentsu Aegis Network.


Sue-Anne has over 20 years of experience in marketing planning,
strategic planning, business planning, strategy development,
research, and social discovery.


Sue-Anne has a bachelor degree in creative advertising, marketing
and advertising and a professional certificate in business
analytics and big data from Harvard Business School. She also has
recently completed her Master of Science in Psychology.


Sue-Anne has published thought-leading articles and spoke in
industry events on digital disruption in Asia.


In this episode, Sue-Anne shares with us some in-depth wisdom
from her holistic experience in the world of marketing and
advertising.


The crucial aspects of media buying both for the traditional
and the digital media spaces.

Importance of balancing the brand positioning with the
performance marketing efforts.

How organizations should balance the available traditional
and digital channels and tools to achieve the desired impact in
the long run.

What’s Adwork.io and how the platform is democratizing the
traditional media buying landscape.

How Adwork.io has made the process of media buying
significantly easier for businesses.

What are the dangers that one should avoid while making media
buying decisions?

Importance of having a holistic view from the start to the
end in terms of goals and objectives.

Here comes the experience of the marketer and the advertiser
into the picture.

How to make sure that your marketing spend is
justified.

The place of data science, AI, and analytics in the marketing
and advertising world.



If you are a senior executive thinking about how you should be
dividing your marketing spend between traditional and digital
media, this episode is highly recommended for you.


Find out the best ways to achieve market penetration using the
best of both worlds!


BusinessAnalytics, StrategicPlanning, CustomerExperience,
DataScience, MediaBuying, MarketingAnalytics