Data culture relates to how consumers feel about brands accessing their data, and Dentsu says understanding the differences in APAC will unlock competitive advantage.

Why it matters

To build customer relationships that elicit insight, guide personalisation and generate competitive advantage, brands must understand each market’s unique data culture and use it strategically.

Takeaways

• There are distinct data cultures across APAC, with people’s core feelings towards data guided by the society in which they live.
• A market’s data culture is framed by the attitudinal bias towards either humanism or dataism, and openness to change.
• Marketers must accept that data fuels their...