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Netcore Cloud and The Parent Inc explored how first-party data, behavioural segmentation, and AI-driven personalisation help brands engage millions of parents with relevant, high-conversion experiences across Southeast Asia.
Building sustainable engagement in mobile apps requires more than scale. As audiences become more fragmented and customer acquisition costs continue rising, brands must move beyond broad demographics toward deeper behavioural understanding and real-time personalisation.
That was the message from the TechTalk featuring Anand Lakshmanan, Business Manager – Singapore, Netcore Cloud and Finley Sutejo, Commercial Director – SEA, Team Liquid (Former VP, Commercial – theAsianparent SEA, The Parent Inc).
At Unlocked: Mobile & App Growth Summit, they explored how brands can use first-party data, behavioural segmentation, and omnichannel engagement to create personalised experiences for more than 30 million users across Southeast Asia.
They also discussed how AI-powered workflows and conversational engagement are reshaping customer journeys, moving marketing beyond static campaigns toward real-time, predictive personalisation at scale.
Three things Martechvibe learned from their ;
1. First-party data powers meaningful audience segmentation
Traditional demographic targeting is no longer enough for modern app growth. Combining behavioural signals, parental life-stage data, interests, and socioeconomic insights allows brands to create highly relevant audience segments that improve campaign accuracy, engagement quality, and conversion outcomes across regulated industries.
2. Personalisation works best when engagement becomes interactive
Modern engagement strategies must move beyond static campaigns and batch messaging. Interactive channels like in-app experiences, personalised notifications, gamified journeys, and conversational messaging help users actively participate, generating richer behavioural signals that improve personalisation and retention.
3. AI-driven workflows can scale hyper-personalised marketing
AI is evolving from content support into end-to-end campaign orchestration. By combining predictive insights, automated segmentation, AI-generated creatives, and intelligent scheduling, brands can run thousands of micro-targeted campaigns simultaneously while improving relevance and long-term conversion performance.
