New solutions not only require technology, but a mindset shift across teams too – clear communication is key from the get-go along with operational excellence. By refining workflows, automating tasks, and keeping up with new technologies, our teams can spend more time focusing on strategy. For example, at Lenovo, we’ve started using in-house AI solutions to help us be productive in developing localised global campaign content. Leveraging partnerships with ad tech providers and agencies is also key – helping us test, optimise, and gather insights on new tools in controlled settings before large-scale implementation.
After all, we believe that cross-functional collaboration is important for innovation to happen. For instance, working closely with IT and legal teams enable smoother transitions as they ensure data and privacy measures fit compliance standards.
Khairil Fazmi
AP Lead – Global Media COE, Lenovo
Singapore
Singapore
“Innovation requires agility to find opportunities in challenges, and real-time data is a game changer in digital advertising strategies.”
Seeking to challenge the status quo for his team, Khairil is indeed a people-first innovator. He believes in the power of data-driven creativity to bring deeper insights and better results to every campaign. Apart from advising on ad-stack choices and optimising media performances, he also spearheads impact across Asia Pacific as part of Lenovo's Global Media Centre of Excellence.
LET’S TALK INNOVATION
When introducing new solutions or transitioning to a new media model, how do you navigate between innovation and existing operational complexities?
How do you leverage real-time data and insights to stay agile and responsive to market changes?
Real-time data has been a game changer in Lenovo marketing. Advanced dashboards and analytic tools enable us to monitor campaign performance and adapt immediately. With dynamic creative optimisation, we’re able to tailor ad content based on audience behaviour, time of day, or contextual triggers. All this helps ensure our media strategy creates relevant interactions, as part of Lenovo’s broader push to accelerate our marketing modernisation to drive best-in-class data-informed marketing.
Setting up automated alerts for KPIs is also an effective approach. If a metric starts to deviate from the expected range, the team is notified immediately – enabling us to troubleshoot and optimise without delay.
Cross-functional collaboration is key too. By aligning with our teams across business units and functions, we’re able to respond to market changes quickly and cohesively.
Setting up automated alerts for KPIs is also an effective approach. If a metric starts to deviate from the expected range, the team is notified immediately – enabling us to troubleshoot and optimise without delay.
Cross-functional collaboration is key too. By aligning with our teams across business units and functions, we’re able to respond to market changes quickly and cohesively.
What are some of your best practices for accurate and actionable data-driven decisions?
Data hygiene is a top priority. Ensuring that our data sources are clean, de-duplicated, and regularly audited minimises errors and ensures reliable insights.
That said, defining clear objectives and KPIs before diving into any data is imperative – helping us to focus on metrics that truly matter for decision making. We’re always testing and learning too. A/B testing and controlled experiments help us validate hypotheses and refine strategies, to ensure every decision drives meaningful action.
Last but not least, don’t innovate for innovation’s sake. After all, the best ideas come from solving real problems. The more you immerse yourself in the reality of the business and the work – staying close to campaigns, listening to cross-functional teams, and understanding their challenges as well as that of your customers – the better equipped you’ll be to use technology and data to make a real impact.
That said, defining clear objectives and KPIs before diving into any data is imperative – helping us to focus on metrics that truly matter for decision making. We’re always testing and learning too. A/B testing and controlled experiments help us validate hypotheses and refine strategies, to ensure every decision drives meaningful action.
Last but not least, don’t innovate for innovation’s sake. After all, the best ideas come from solving real problems. The more you immerse yourself in the reality of the business and the work – staying close to campaigns, listening to cross-functional teams, and understanding their challenges as well as that of your customers – the better equipped you’ll be to use technology and data to make a real impact.
This information is provided solely for background and is not a representation or guarantee
of any future performance.
