This document provides biographical information about Dr. Dinh Le Dat, the co-founder and CEO of ANTS, a Big Data advertising and data-driven marketing solution company. It outlines his educational background, including a PhD in Physics and Mathematics from Moscow State University, and over 15 years of experience working for technology companies in Vietnam, including roles as CTO of FPT Online Service JSC and co-founder of Yola JSC. It also lists his contact information and links to his LinkedIn profile and website.

1. Dr. Dinh Le Dat
ANTS Co-founder & CEO
dat@ants.vn | +84 91 2323 911
http://ants.vn
BIGDATA
HCMC, 08/2016
3600 VIEW OF
YOUR CUSTOMER

2. ConfidentialSource: ANTS 2015
Dr. Dinh Le Dat (1982)
Co-founder & CEO of ANTS,
BigData & Digital Business Evangelist,
Expert in Big Data/Data-Driven Marketing at FPT Corporation.
• Co-founder, CEO of ANTS – Big Data in Advertising and Data-Driven Marketing Solution (ANTS.vn).
• Former Chief Technology Officer at FPT Online Service JSC.
• I worked for Boeing-Luxoft Russia, FPT Online Service JSC, FPT Technology Innovation.
• 15+ years in Internet Technology and Product EcoSystem experience including Social Network/ Social
Media (Banbe.net, Nhacso.net), Online News (VnExpress.net, Ngoisao.net), Games Online (Gate.vn),
eCommerce (Sendo.vn) and Online Advertising (ANTS.vn, eClick.vn).
• 10+ years in Technical Architect of High Scalability for Web/Mobile & Big Data/Analytics in Digital
Content and Online Advertising.
• Co-founder, Former CTO of Yola JSC – Leading English E-learning Platform (Yola.vn)
• Awarded Doctor of Philosophy in Physics and Mathematics (Ph.D.) at M.V. Lomonosov Moscow State
University with research “METADATA MODEL ONTOLOGY FOR GEOSPATIAL DATA AND SERVICES” (2008).
• Finished with diploma with honors & medalist at Faculty of Computational Mathematics and
Cybernetics, M.V. Lomonosov Moscow State University (2004).
(https://www.linkedin.com/in/dinhledat & http://dinhledat.com)

3. Confidential
Sondergaard writes, “In 2009, 0.9B sensors and 1.6B
personal devices – so roughly 2.5B ‘things’ – were
connected. But by 2020, that will grow to become 30B
‘things.’ In fact, by 2020 all products costing more than
$100 should have sensors embedded…”
#DigitalIndustrialEconomy
#DataDrivenEconomy

4. Confidential
Business leaders don’t think of digital as central to their business because in
the past, it hasn’t been. But now your customers, your products,
your business operations, and your competitors are fundamentally DIGITAL.

5. Confidential
Gartner - Data-driven
marketing refers to
acquiring, analyzing and
applying information
about customer and
consumer wants, needs,
context, behavior and
motivations.
Source: Gartner, Publicis 2015

6. Confidential

7. Confidential

8. Confidential

9. Confidential
ONLINE
USER
OFFLINE
USER
CUSTOMER
CENTRIC -
360 0 VIEW

10. ConfidentialSource: BackBase 2016

11. ConfidentialSource: Steve Jobs, Apple
“Get closer than
ever to your
CUSTOMERS.
So close that you tell
them what they
need well
before they realize it
themselves.”

12. CRM
Location
Billing & OrderingSocial
Web/Apps/Clickstream Network/Usage
ChannelsDemographic
Service Call
Records
Devices
ConfidentialSource: Cloudera 2016
A holistic real-time view of
your individual customers
Across all products,
systems, devices and
interaction channels
In order to deliver a
consistent, personalized,
context specific and
relevant experience

13. ConfidentialSource: ANTS, Cloudera 2016
PERSONALIZED
to reflect preference
and aspirations
RELEVANT
in the moment to
customer’s needs and
expectations
CONSISTENT
across all channels,
brands, and devices
CONTEXTUALIZED
to present location
and circumstances

14. ConfidentialSource: Cloudera 2016

15. ConfidentialSource: Cloudera 2016
Most organizations have a static version of
the customer profile in their data warehouse
• Mainly structured data
• Only internal data
• Only “important” data
• Only limited data
Activity data – clickstream data, content
preferences, customer care logs, is kept in BU
silos or not kept at all

16. ConfidentialSource: Cloudera 2016
StructuredData
Islands
Semi-Structured
DataIslands

17. ConfidentialSource: Cloudera 2016
StructuredData
Islands
Semi-Structured
DataIslands
Other/New Data
Sources – Mobile,
Sensors, Apps,
Network Logs, Files
Does not model
easily into
traditional
database schema
Limited
processing
power
Storage scaling
very expensive.
Not designed
for ETL
Based on
sample /
limited data
Manual
work

18. ConfidentialSource: Cloudera 2016
StructuredData
Islands
Semi-Structured
DataIslands

19. ConfidentialSource: ANTS, Cloudera 2016
Who are you?
Where are you?
What have you
purchase?
What content do
you prefer (+ads)?
Who do you know?
What can you afford?
What is you value to
the business?
How / why have you
contacted us?

20. ConfidentialSource: Cloudera 2016

21. ConfidentialSource: Cloudera 2016

22. ConfidentialSource: Cloudera 2016

23. Confidential

24. Confidential
Enrich Audience & Customer
Data using Data Management
Platform
Customer Acquisition using
Data-Driven and Automation
Digital Marketing
3600 Customer Insight and
Journey in Omni-Channel
D ATA - D R I V E N & A U T O M AT I O N S A L E - M A R K E T I N G P L AT F O R M
• Unique Audience
• 500+ Data Points/Audience:
Demographics, Email, Phone, Location,
Internet Behavior, Content Reading
Trends, Social & Friends Graphs, Event,
Interest, Ecommerce and Advertising
Intent, Mobile, etc.
• Customer Profile
• Customer and Product Data Model
Big Data Analytics, Customer Data
Modeling based on multiple data points,
Customer Segmentation and Marketing
ROI, etc.
1 2 3
Outcome&KPIsObjective
• Cost Per Lead
• Cost Per Customer
Multichannel Brand & Performance
Campaign with Lead/Customer
Acquisition, Dynamic Content
Optimization, Web UI/UX Optimization,
Automation CRM-Mobile-Sale-CallCenter,
etc.

25. Confidential

26. ConfidentialSource: DailySocial; eMarketer
CASE STUDY

27. Confidential
CASE STUDY

28. Confidential
CASE STUDY

29. ConfidentialSource: Gartner Catalyst 2014, ANTS
CASE STUDY
Last 24H
Million of Non-decision making target audience

30. Confidential
• 3600 View of Customer
• Driver & User Experiences
• Real-time Traffic Data
• Dispatcher Optimization
• Scheduling
• Fraud Prediction
• …
CASE STUDY

31. Confidential
CASE STUDY
• 3600 View of Customer
• International
• Social Media
• Internet & OTT
• 2nd Screen
• Gamification
• Content on-demand
• Recommendation (75% views)
75% of users select movies based on
RECOMMENDATIONS
• 27M Users
• 30M Plays/Day
• 40B Events/Day
• 4M Rating/Day
• 3M Search/Day

32. Confidential
• 3600 View of Customer
• Mobile & Social
• Connected Consumer
• CRM
• Augmented Reality
• User Experiences
• Real-time
• Recommendation
• Up-Sale/Cross-Sale
• …
CASE STUDY

34. ConfidentialSource: Gartner, Publicis 2015
Unleash the full economic potential of #Digital Business!

35. ANTS | FPT Corporation / FPT Technology Innovation
Mobile: +84 91 2323 911 / Office: +84 8 7301 9199 / Fax: +84 8 7301 9199
FPT Building – 9th Floor, FPT Technology Innovation,
153 Nguyen Dinh Chieu Str., Ward 6, Dist.3, HCMC, Vietnam
Dat@ants.vn | http://ants.vn | http://fptventures.vn
THANKS FOR
WATCHING