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How Boost Malaysia Achieved 3X Efficiency and 57% Higher Engagement with CRM Integration

Case Study

How Boost Malaysia Achieved 3X Efficiency and 57% Higher Engagement with CRM Integration

The Results
0 X
productivity boost: campaign setup and execution become faster and more efficient
0 %
higher open and click rates on WhatsApp compared to other channel like push notifications and email
0
reduced cost-per-acquisition through optimized campaign strategies, achieving parity with conversion campaigns through optimized campaign strategies, achieving parity with conversion campaigns
The Challenge

Boost Malaysia, Southeast Asia’s leading mobile wallet provider, encountered critical operational hurdles in their customer engagement strategy:

  1. Campaign Complexity: Their teams spent excessive time manually managing cross-channel campaigns, creating bottlenecks in customer outreach
  2. Engagement Deficit: Traditional channels yielded suboptimal engagement metrics, particularly in open and click-through rates
  3. Data Silos: The absence of WhatsApp campaign integration with their primary CRM created blind spots in customer journey analytics
The Strategy

Through comprehensive analysis, Boost recognized the need for a unified marketing ecosystem. The solution: integrating CleverTap’s capabilities with ADA Asia’s Business Messaging Platform (BMP) to create a seamless, data-driven engagement engine. Hence ADA Asia delivered a three-pronged solution

  1. Seamless Integration: Unified CleverTap CRM with ADA’s BMP, enabling end-to-end campaign automation
  2. Precision Marketing: Deployed targeted WhatsApp campaigns using advanced customer segmentation
  3. Interactive Engagement: Implemented CTWA campaigns with intelligent bot flows, backed by real-time analytics from CleverTap and Facebook Ad Manager
The Execution
  • Deployed AI-driven customer segmentation through CleverTap for precise WhatsApp targeting
  • Established real-time performance monitoring for comprehensive campaign insights
  • Implemented data-driven A/B testing to maximize CTWA campaign effectiveness
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Results
Challenge
Strategy
Execution
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ADA helped a top insurance company to mitigate revenue loss with AI and Tech

Case Study

ADA helped a top insurance company to mitigate revenue loss with AI and Tech

The Results
Analysed 9 product combinations and identified major factors leading to higher revenue loss rate
2X efficiency in decision making with the actionable insights
The Execution

The client is the top 5 insurance company that offers automobile, travel, home, health, and personal injury insurance products.

The client is facing heavy revenue loss with one of the factors causing it is the unavailability of a system to analyse data and provide strategic insights. The client needs a solution to analyse their large data set at an advanced levels such as product offerings, policies and customers. This helps the strategic decision making for future cross-selling and up-selling opportunities.

ADA stepped in and advised the client to opt for Auto-ML solution-based model to run heavy analysis, provide insights on which product combinations are impacting the revenue loss, and predicting which combinations to avoid in future. ADA provided the client with actionable insights through a comprehensive analytical report, detailing the impact of individual factors and combinations on the loss rate.

Content
Results
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We increased customer lifetime value and revenue for our client by fine-tuning the propensity scoring model

Case Study

We increased customer lifetime value and revenue for our client by fine-tuning the propensity scoring model

The Results
0 %
Achieved a 4% conversion rate compared to the previous model.
Expected increase of RM500,000 in Customer Lifetime Value within a year.
Witnessed a surge in revenue across all departments from cross-sells.
0 ≥ Costs
Slashed marketing costs by optimizing number of emails and push notifications per customer.
The Challenge

The client, a credit service company, offers a range of credit and finance products, managing the personal data of approximately 2 million actively transacting customers.​​

As the largest credit services provider in Malaysia, the client wanted to enhance existing growth strategies by gaining a deep understanding of customer data and increasing Customer Lifetime Value (LTV) through targeted cross-selling campaigns. Project initiation objectives include boosting incremental sales through accelerated product cross-selling.​

The client faced challenges in effectively cross-selling to their existing customer base. The marketing team faced difficulties in identifying customers with a higher propensity to purchase their products.​

​ADA helped consolidate data from multiple systems, unified them, and fine-tuned the predictive models, thereby increasing the accuracy of the models for more relevant and effective campaigns.​

The Solution

Utilizing the centralized Treasure Data Customer Data Platform (CDP), we ingested data from various systems and silos. The source systems included customer information (CRM), customer transactions and billing data (Billing system / data mart), customer finance and repayment data, and customer spending in stores (SKU data system).​​

We unified data from all systems to create a customer 360 view. ADA has developed six distinct predictive models, each tailored to a specific product category:​

  • Credit card​
  • Prepaid card​
  • Personal finance​
  • Motor finance ​
  • Objective finance​
  • Auto finance​

Our data scientist, equipped with expertise in machine learning, fine-tuned these models. Through meticulous feature engineering, we have significantly increased the accuracy of the models.​

New customer attributes, indicative of the products they are most likely to purchase, have been developed and used to target the customers with the most relevant campaigns. ​

The effectiveness of the campaign was measured by ingesting and analysing the response data. ​

Content
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Challenge
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We helped a prominent fintech player automate fraud detection and increase Customer Lifetime Value

Case Study

We helped a prominent fintech player automate fraud detection and increase Customer Lifetime Value

The Results
0 %
Increased Customer Average Lifetime Value
0 %
Reduced Customer Complaints
0 %
Increased MHI (Merchant Happiness Index)
The Execution

Our client is a prominent Indian fintech company specializing in comprehensive online payment services. Their platform enables effortless transactions through advanced features like payment gateways, direct links, customizable pages, and quick payment buttons, catering to a diverse commercial clientele.

Our client grappled with challenges in securing their payment processes. The lack of strict validation rules has escalated fraud incidents, resulting in legal issues and significant financial losses.

It became imperative to fortify compliance with regulatory benchmarks, thereby mitigating legal exposures, diminishing the frequency of chargebacks, and reducing ancillary expenses.

The Approach

Our approach to addressing the client’s challenges encompassed the development and implementation of a sophisticated rule-based model for transaction validation. This model scrutinizes each transaction, discerning its legitimacy and deciding whether to approve or decline it based on a set of predetermined criteria. Our solution involved:

  1. Comprehensive analysis of transactional data to detect patterns indicative of fraud.
  2. Implementation of high-accuracy tracking metrics tailored to distinguish fraud on both domestic and international transactions.
  3. Identification of high-risk factors, including specific customers, IP addresses, devices, cards, or virtual payment addresses (VPAs), where the incidence of fraud was significantly higher.
  4. Integration of an automated fraud detection system, powered by our rules-based engine, which utilizes the metrics to issue alerts for suspicious transactions.
  5. Creation of dynamic workflows triggered by these alerts to enable swift and decisive actions against potentially fraudulent merchants or transactors.

Through the deployment of our rule-based engine, we significantly enhanced our client’s defence against fraudulent activities. This not only protected their customers from potential fraudsters but also safeguarded the company from reputational damage and monetary losses, reducing financial impact for 80%.

Content
Results
Approach
Execution
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We boosted app installs for blu by BCA Digital, resulting in record-breaking new accounts and cost-effective conversions

We boosted app installs for blu by BCA Digital, resulting in record-breaking new accounts and cost-effective conversions

The Results

100%​ Accuracy in migration of 90% of the datasets | 3 months​ Successful migration of 400+ tables and 200+ stored procedures

0 %
Accuracy in migration of 90% of the datasets.​
0 months
Successful migration of 400+ tables and 200+ stored procedures.
The Challenge

Increased competition in the Indonesian digital banking market made it challenging for blu to stand out and acquire new users effectively.

The Solution

An eminent Indian ecommerce entity specializing in fashion, beauty, and lifestyle products, faced the significant challenge of migrating its data warehouse from AWS to Microsoft Azure. ​

This strategic move necessitated a data engineering partner proficient in both cloud platforms, with a deep understanding of the nuanced data requirements essential for their business and technical objectives. ​

ADA spearheaded the migration. The team replicated the existing AWS Redshift data structures and objects onto Azure Synapse, optimizing them for enhanced performance and ease of use. ADA employed shell scripts to automate the migration of data from AWS S3 buckets to Azure Blob storage, leveraging Azkaban for batch workflow scheduling to oversee the migration process efficiently.​

This also positioned the company to capitalize on Azure’s advanced data warehousing capabilities, marking a significant milestone in its data management evolution.​

The Execution

Previous systems

New system

 

Results
Challenge
Solution
Execution
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We achieved major user acquisition with our outcome-based model for UOB TMRW Thailand

Case Study

We achieved major user acquisition with our outcome-based model for UOB TMRW Thailand

The Results
0 +
new users avg. during the campaign with +15% MoM growth
0 %
MoM increase in first-time logins
0 +
open Saving Accounts with 60% funded
The Challenge

Following a merger, UOB TMRW Thailand experienced a 76% drop in conversions due to a new app version and authentication issues from fraudulent Mule accounts.

Insights

Using XACT data, we targeted finance and fintech enthusiasts, interested in credit cards and cashback offers. The focus was on millennials, fashion shoppers, travelers, financial optimisers, and individuals earning THB15K+ monthly, ensuring precise targeting in mid to high affluence segments.

Strategy

ADA’s campaign used Google, Meta,and Programmatic Channels, targeting Cashback Lovers, Rewards & Points Addicts, and Mileage Fans. Extensive research informed a strong keyword strategy and precise location-based targeting in Bangkok, leveraging ADA’s proprietary DMP.

Execution
1 Programmatic Channels

Selected premium inventory and optimised performance.

2 Google Search Ads

Maximised impression share with web-to-app tracking.

3 Advanced ABCD Testing

Evaluated multiple key variables for effective creatives.

4 Real-Time Optimisation

Data-driven adjustments on the fly.

5 Scheduled KV and Ad Refresh

Prevented ad fatigue with regular updates.

Content
Results
Challenge
Solution
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How OCBC MyOwn Account Turned a Regulatory Roadblock Into 33% More Conversions With a Mobile-First, Parent-Powered Strategy

How OCBC MyOwn Account Turned a Regulatory Roadblock Into 33% More Conversions With a Mobile-First, Parent-Powered Strategy

The Results

The campaign didn’t just resonate, it converted, turning a regulatory challenge into a mobile marketing success.

Brand Interest & Awareness
  • 4.6× increase in branded search between October and December
  • Steady, month-on-month growth in web traffic and engagement
Performance & Acquisition

Through ongoing optimisation and AI-powered signal learning:

  • Conversions increased by 33%
  • CPA dropped by 89%
  • Direct traffic surged by 471%, reflecting stronger trust, recall, and word-of-mouth
Media & Strategy Impact
  • High-impact formats delivered scale across parents’ daily digital touchpoints
  • Parenting communities and KOL recommendations built credibility and mid-funnel momentum
  • Meta ASC became a standout innovation, outperforming manual campaigns and proving viability for financial services
  • Dual PMax streams delivered a 45% uplift, thanks to smarter segmentation of promotional vs. always-on periods
0 x
increase in branded search between Oct & December
0 %
increase in conversion
0 %
surge in direct traffic
The Challenge

Launching a banking product for kids sounds simple until you realise you can’t speak directly to them. OCBC’s MyOwn Account (MOA), designed for children aged 7 to 15, lives entirely within the OCBC Digital app and empowers young users to learn money management under their parents’ guidance. A strong product, with a big ambition but one fundamental roadblock.

We couldn’t target the very audience the product was built for.

1. Regulatory restrictions

Advertising directly to children was off-limits. No kid-focused creatives. No direct targeting. No messaging that felt even remotely child-directed. Our entire core audience was legally unreachable.

2. Teen resistance

Teens (13–15) were technically targetable, but creatively a tough crowd. They reject “financial education” content, respond poorly to parent-driven messaging, and seek autonomy, not instruction.

3. Parent fatigue

That left parents as our primary gateway. But today’s digitally savvy parents are overloaded with advice, ads, and expectations. Convincing them to open a banking app for someone else posed its own challenge.

But within these constraints lay the opportunity: MOA wasn’t just a banking product, it was a shared experience. A practical, confidence-building journey between parent and child. We didn’t need to sell features. We needed to spark recognition: “This makes sense for us.”

So we reframed the problem into something solvable:

  • Not “How do we advertise to kids?”
    But “How do we empower parents to start the conversation?”
  • Not “How do we simplify a digital product?”
    But “How do we show this app fits into their everyday life?”
  • Not “How do we drive downloads?”
    But “How do we build trust in a mobile-first experience for two very different users?”

And with that clarity, ADA got to work.

The Solution
A Mobile-First Strategy Built for Busy Parents Powered by Real Insights and AI Precision

MOA lives inside a mobile app, so our campaign had to be mobile-native in mindset, format, and journey. Our audience? Digitally fluent parents who toggle between apps, make decisions on the go, and scroll at speed. The campaign had to move at their pace.

We built the solution around three pillars:

1. Mobile-first creative that feels familiar, not “ad-like”

We showed up in the platforms parents actually live on: TikTok, Instagram, YouTube, and Meta using vertical, scroll-native videos that looked more like relatable parenting content than financial advertising.

2. Trust-building through parent-led storytelling

Awareness alone wouldn’t move parents to onboard their children. So we partnered with parenting influencers, community groups, and family-focused forums to spark real conversations. Parents didn’t just hear about MOA, they saw other parents using it.

3. Performance precision through AI-driven optimization

We adapted Meta’s Advantage+ Shopping Campaign (ASC), typically used in retail for a financial product. ASC automated targeting, matched parents to the right creative moments, and optimized spend based on real-time behaviours.

Google Performance Max and Search captured high-intent users, guiding them from interest straight into onboarding with minimal friction.

Every path led to a clean, mobile-first landing page that simplified MOA into one clear message: This makes financial learning easier for both you and your child.

‍

Results
Challenge
Solution
Execution
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How a Leading Bank Achieved 255% Cross-Sell Conversion with CDP-Powered Micro-Segmentation 

Industry type

How a Leading Bank Achieved 255% Cross-Sell Conversion with CDP-Powered Micro-Segmentation 

The Results

255% Cross-sell Conversion Lift | 3X Media Efficiency | Significant CAC Reduction 

0 %
Cross-Sell Conversion Lift
0 X
Media Efficiency
Significant CAC Reduction
The Challenge

A major Southeast Asian bank was running credit card cross-sell campaigns with broad targeting and generic offers. Without propensity scoring, all customers were treated equally, whether they were likely to convert or not. The bank was advertising to existing cardholders (who couldn’t convert) and low-propensity prospects (who wouldn’t convert).

The underlying problem was data fragmentation. Transaction data sat in one system, digital behaviour in another, and demographic data in a third. There was no unified view of the customer.

The Solution

ADA implemented Customer 360 with propensity modelling. The first step was building a unified customer view combining transaction history, digital behaviour, and demographic data.

On top of this, ADA deployed a credit card propensity model scoring every customer for cross-sell likelihood. The model predicted which card each customer would prefer, enabling micro-segmentation for personalized offers. Existing cardholders and low-propensity segments were suppressed from paid media, concentrating spend on customers who could and would convert.

Results
Challenge
Solution
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How a Leading Credit Leasing Company Doubled Payment Collection Efficiency with WhatsApp

Industry type

How a Leading Credit Leasing Company Doubled Payment Collection Efficiency with WhatsApp

The Results

62.5% Higher Engagement Rate | 2X Collection Efficiency 

0 %
higher engagement rate
0 x
payment collection efficiency
The Challenge

A credit leasing company in Malaysia, part of a major Japanese financial group, had a collections problem hiding in plain sight: customers weren’t ignoring payment reminders because they couldn’t pay, they were ignoring them because they didn’t see them.

Phone calls went unanswered. Emails sat unread. SMS got lost in spam. The collection team was spending hours on manual follow-ups with single-digit response rates. Every missed touchpoint meant delayed payments and strained cashflow.

The Solution

ADA implemented WhatsApp Business Platform, meeting customers on a channel they actually check. Automated reminders replaced manual follow-ups, with clear payment instructions and direct links to take action.

The difference from email or SMS: two-way conversation. Customers could reply instantly to clarify amounts, negotiate timelines, or confirm payment, all within the same thread. No phone tag, no waiting for callbacks. Engagement jumped 62.5% compared to traditional channels. Collection efficiency doubled.

Results
Challenge
Solution
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How Etiqa Increased Travel Insurance Sales by 121% with an Integrated Online-to-Offline Acquisition Strategy

How Etiqa Increased Travel Insurance Sales by 121% with an Integrated Online-to-Offline Acquisition Strategy

The Results
  • Patient education was enhanced, enabling individuals to have a deeper understanding of their ailments and treatment options
  • Support and interventions were tailored to each patient
  • Seamless communication and feedback loop
0 %
growth in travel insurance purchases from April to November
0 %
increase in brand search volume
0 %
reduction in cost-per-acquisition (CPA)
The Challenge

The travel insurance market in Singapore peaks sharply during travel season and so does competition. Etiqa was operating in a crowded landscape alongside major insurers like FWD, Singlife, and AIA, while facing rising costs per conversion across paid channels.

To stay competitive and drive incremental growth, Etiqa needed a way to attract new-to-brand customers at scale while maintaining efficiency. They launched a Free Travel Insurance campaign offering daily vouchers to new online customers. The objective was clear: break through a saturated market, increase brand discovery among outbound Singapore travelers, and turn interest into conversion across both digital and physical environments.

The challenge was not just to generate traffic but to ensure new customers actively considered Etiqa at the moment of travel planning when insurance decisions were being made.

The Solution

To meet these goals, ADA designed a full-funnel acquisition strategy that blended online performance marketing with offline reach. Rather than relying solely on digital demand, we created visibility across real-world touchpoints to influence purchase intent earlier and more strategically.

We activated high-intent platforms such as Google Search, Performance Max, Meta, and Quora to intercept users during active research moments. These channels captured mid-to-lower funnel demand and funneled users directly into the Free Travel Insurance offer.

At the same time, we built offline exposure to drive top-of-funnel interest and strengthen recall. The campaign was present where travelers were already moving, commuting, listening, and planning, creating multiple opportunities for Etiqa to enter the decision journey.

This integrated approach ensured Etiqa could remain visible not just in ad feeds, but in everyday life, meeting customers at the intersection of intention and action.

The Execution

We began with a full audit of the travel insurance category to identify behavioral patterns, competitive pressure points, and channel white space. This intelligence guided both media planning and creative deployment.

1. Audience Strategy

We focused on first-time buyers using tailored messaging built around a clear value driver: Free Travel Insurance. The proposition spoke directly to cost-conscious travelers and reduced hesitation during the evaluation stage.‍

2. Media Strategy

Our online channels were activated for performance at scale:

  • Google Search and Performance Max to capture high-intent demand
  • Meta to reach travelers in discovery and consideration modes
  • Quora to influence research behavior with context-driven placements

Offline execution worked in parallel through a partnership with TMM. This included:

  • High-traffic MRT QR placements, linking commuters directly to the landing page
  • Radio exposure via Kiss Radio, reinforcing recall during commuting hours
3. Creative Strategy

We introduced urgency-driven messaging to activate consideration. Sitelinks across search campaigns reinforced the Free Travel offer and simplified the user experience at click level.

Offline creatives and QR led consumers seamlessly into the online environment, minimizing friction between awareness and action.

The outcome was an ecosystem where offline exposure amplified online performance and digital intent translated into measurable results.

Results
Challenge
Solution
Execution
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