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ADA implemented Price Intelligence for a Fortune 500 baby milk player to drive 178% ROI and Cut Discounts by 30%

The Results
0 %
‍Project ROI
0 %
Reduction all discount schemes > budget savings
The Challenge

A Fortune 500 baby milk brand had fallen into a deep discounting spiral on its ecommerce channels, running frequent, uncoordinated promotions that eroded margins and conditioned customers to only buy on sale. With no central price strategy or tracking, profitability was shrinking, and the cycle showed no signs of stopping.

  • 2M+ ecommerce orders, fragmented data
  • Heavy reliance on discounts
  • No centralised pricing view
  • Customers conditioned to wait for sales
  • Disconnected pricing decisions across teams
The Solution
  • We automated ingestion and unification of all e-commerce data via ADA’s Intelligent Commerce Data Accelerator
  • We’ve built custom SKU-level price elasticity models to identify optimal pricing strategies per product
  • We created live trackers and performance dashboards embedded into client workflows to monitor price changes vs targets
  • Consulting-led activation to align teams, apply insights, and sustain pricing discipline for long-term ROI
The Execution

Our AI-powered platform provides a holistic solution for managing and optimising pricing strategies, as demonstrated by our partnership with a leading baby milk brand. Here’s how our system works in practice to drive profitability and end the cycle of deep discounting.

1. Data Ingestion & Centralisation

The project began by addressing the brand’s core challenge: fragmented data. Our solution, the Intelligent Commerce Data Accelerator, automated the ingestion and unification of over 2 million e-commerce orders. This crucial first step brought all of the brand’s dispersed data that sits across various channels and countries into a single, unified platform. This ended the disconnected decision-making across teams and established a clear, central view of all pricing and sales activities.

2. AI Analysis & Predictive Modelling

With the data consolidated, our AI engine went to work. We built custom SKU-level price elasticity models to analyse the historical data on product demand and customer behaviour. This allowed us to understand exactly how price changes would affect sales volume for each product. By identifying the optimal pricing strategy for every SKU, we provided the brand with predictive insights, moving them away from an intuition-based, reactionary approach to a data-driven one.

3. Real-Time Action & Sustained Discipline

The final step was translating these insights into sustained business impact. We created live trackers and performance dashboards that were integrated directly into the client’s daily workflows. These dashboards enabled the brand to monitor price changes against targeted outcomes in real time. Through a consulting-led activation process, we ensured teams were aligned on the new strategy and maintained pricing discipline.

Results
Challenge
Solution
Execution
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ADA implemented Price Intelligence for a Fortune 500 baby milk player to drive 178% ROI and Cut Discounts by 30%

ADA implemented Price Intelligence for a Fortune 500 baby milk player to drive 178% ROI and Cut Discounts by 30%

The Results
0 %
‍Project ROI
0 %
Reduction all discount schemes > budget savings
The Challenge

A Fortune 500 baby milk brand had fallen into a deep discounting spiral on its ecommerce channels, running frequent, uncoordinated promotions that eroded margins and conditioned customers to only buy on sale. With no central price strategy or tracking, profitability was shrinking, and the cycle showed no signs of stopping.

  • 2M+ ecommerce orders, fragmented data
  • Heavy reliance on discounts
  • No centralised pricing view
  • Customers conditioned to wait for sales
  • Disconnected pricing decisions across teams
The Solution
  • We automated ingestion and unification of all e-commerce data via ADA’s Intelligent Commerce Data Accelerator
  • We’ve built custom SKU-level price elasticity models to identify optimal pricing strategies per product
  • We created live trackers and performance dashboards embedded into client workflows to monitor price changes vs targets
  • Consulting-led activation to align teams, apply insights, and sustain pricing discipline for long-term ROI
The Execution

Our AI-powered platform provides a holistic solution for managing and optimising pricing strategies, as demonstrated by our partnership with a leading baby milk brand. Here’s how our system works in practice to drive profitability and end the cycle of deep discounting.

1. Data Ingestion & Centralisation

The project began by addressing the brand’s core challenge: fragmented data. Our solution, the Intelligent Commerce Data Accelerator, automated the ingestion and unification of over 2 million e-commerce orders. This crucial first step brought all of the brand’s dispersed data that sits across various channels and countries into a single, unified platform. This ended the disconnected decision-making across teams and established a clear, central view of all pricing and sales activities.

2. AI Analysis & Predictive Modelling

With the data consolidated, our AI engine went to work. We built custom SKU-level price elasticity models to analyse the historical data on product demand and customer behaviour. This allowed us to understand exactly how price changes would affect sales volume for each product. By identifying the optimal pricing strategy for every SKU, we provided the brand with predictive insights, moving them away from an intuition-based, reactionary approach to a data-driven one.

3. Real-Time Action & Sustained Discipline

The final step was translating these insights into sustained business impact. We created live trackers and performance dashboards that were integrated directly into the client’s daily workflows. These dashboards enabled the brand to monitor price changes against targeted outcomes in real time. Through a consulting-led activation process, we ensured teams were aligned on the new strategy and maintained pricing discipline.

Results
Challenge
Solution
Execution
Get in touch

Let’s turn your data and AI into measurable outcomes!

Book a Demo

How Pakuwon Group Modernised Mall Customer Engagement with WhatsApp Broadcast and OTP Solution

Case Study

How Pakuwon Group Modernised Mall Customer Engagement with WhatsApp Broadcast and OTP Solution

The Results
0 k+
Total customer interactions across all Pakuwon Group properties
0 k+
Average monthly conversations driving customer engagement
0 k+
Marketing and promotional broadcast engagements
The Challenge

In Indonesia’s vibrant retail landscape, where bustling malls serve as community hubs and shopping destinations, connecting with customers has evolved far beyond traditional advertising. Pakuwon Group, a pioneering leader in Indonesia’s real estate sector, recognised this shift early on. With major Jakarta malls under their portfolio, they understand that modern shoppers expect personalised, immediate communication that fits seamlessly into their daily digital habits.

This realisation led Pakuwon Group to reimagine their customer engagement strategy, transforming how they connect with over 65,000 customers through an innovative WhatsApp-powered approach that combines broadcast messaging with secure verification.

Pakuwon Group faced the modern retailer’s dilemma: how to maintain meaningful relationships with customers in an increasingly digital world whilst ensuring security and authenticity in every interaction.

Reaching shoppers beyond the mall floor: While Pakuwon Group’s malls attracted thousands of daily visitors, connecting with them outside their physical spaces proved challenging. Traditional promotional channels weren’t delivering the immediacy and convenience that today’s mall-goers expect, creating a gap between in-mall experiences and ongoing customer relationships.

Creating a community beyond retail transactions: Mall ownership presented unique opportunities for deeper customer relationships, but simply broadcasting promotional content wasn’t enough. Pakuwon Group needed to foster genuine conversations that extended their mall community into the digital realm, creating valuable touchpoints that customers would actively seek out.

Protecting the premium mall experience digitally: As a major mall operator, maintaining trust and security standards was crucial. The customer verification process needed enhancement to protect both shoppers and the business whilst preserving the seamless, premium experience that Pakuwon Group’s mall visitors expect from every interaction.

The Strategy

Working in partnership with ADA, Pakuwon Group developed a comprehensive WhatsApp communication strategy that transformed how they engage with their mall community. The solution seamlessly blends promotional broadcasting with secure customer verification, creating a trusted digital touchpoint that customers actively embrace.

Official Business Account with instant credibility: We have established Pakuwon Group’s verified WhatsApp Business account, complete with the coveted blue tick verification. This immediately built trust and recognition, allowing customers to engage confidently knowing they were communicating with the authentic Pakuwon Group brand.

Intelligent broadcast capabilities for targeted engagement: The platform enables sophisticated promotional messaging that goes beyond mass broadcasting. Customers receive personalized event notifications, exclusive offers, and relevant announcements based on their interests and shopping patterns, creating a curated experience that feels tailored rather than generic.

WhatsApp OTP integration for seamless security: Perhaps most innovatively, we integrated WhatsApp OTP (One-Time Password) functionality, allowing customers to receive secure verification messages through their preferred messaging platform. This familiar channel eliminated the friction often associated with verification processes while maintaining robust security standards.

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The Execution

The implementation focused on three strategic pillars that work in harmony:

Verified Business Presence: Established the official WhatsApp Business account with blue tick verification, creating immediate trust and brand recognition among customers

Targeted Broadcast Strategy: Implemented sophisticated promotional messaging capabilities that deliver personalized content about events, offers, and mall updates directly to customers’ WhatsApp conversations

Deployed OTP in WhatsApp: Deployed WhatsApp OTP functionality for secure customer verification, transforming a traditionally cumbersome process into a seamless, familiar experience

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“We feel delighted. The ADA team has consistently provided us with exceptional service and support. The employees are knowledgeable and always ready to share valuable insights, helping us navigate our campaigns with ease.

Working with ADA has truly enhanced our communication efforts, and we appreciate their dedication to our success.”
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13% GMV Growth & 20 Man-Hours Saved: A Data Transformation Case Study

Case Study

13% GMV Growth & 20 Man-Hours Saved: A Data Transformation Case Study

The Results
By providing consolidated, actionable data insights, we empowered Clothing Brand A to leverage previously “lost” time and information effectively, resulting in a remarkable 13.6% increase in Gross Merchandise Value (GMV)
Our proprietary AI Signals instantly analyse, performance trends, enabling the brand to identify best-selling products and market opportunities. This intelligence provides AI-driven recommendations, allowing them to swiftly close sales gaps and maximise revenue.
Our platform offers real-time flagging of potential risks, allowing the brand to proactively mitigate issues before they impact performance. This ensures they remain on track with their goals and significantly reduces potential losses.
The automation of data consolidation eliminated up to 20 man-hours per week previously spent on manual spreadsheet compilation. This freed up valuable human resources, enabling respective business units to minimise their lead time in decision-making by up to 2 days , fostering a more agile and efficient operation.
The Challenge

Clothing Brand A, a multinational retailer operating across three countries and utilising four distinct sales channels (their brand .com and major marketplace platforms like Lazada, Shopee, and TikTok), faced significant hurdles in consolidating and generating timely business reports. Their existing manual process, requiring a full week to aggregate data from multiple sources, led to several critical issues:

  • Outdated Reports: Data became irrelevant by the time it was compiled.
  • Potential for Human Error: Manual data entry and consolidation introduced inaccuracies.
  • Missing Data Gaps: Incomplete information hindered a holistic view.
  • Delayed Reactions: Inability to react swiftly to rapidly changing purchasing behaviours, leading to lost sales opportunities.

The brand urgently sought a solution to centralise their fragmented data into a single source of truth, accessible in real-time to all stakeholders.

The Strategy

Our approach was systematic, focusing on understanding the client’s unique needs and delivering a tailored, intelligence-driven platform.

  1. Deep Dive: Understanding the process and pain-points
    We began with a comprehensive discovery phase, engaging directly with the client to understand their day-to-day data processes, the specific challenges they encountered when pulling reports from various platforms, and their key metrics. This crucial step allowed us to identify current reporting consolidation methods and pinpoint opportunities for automation.‚:
  2. Seamless Integration: Consolidating Data Streams
    With a clear understanding of the pain points, our team proceeded to integrate all of Clothing Brand A’s diverse data sources directly into our intelligence platform. This process ingested fragmented data points, transforming them into an all-in-one, AI-powered dashboard.‚:
  3. Strategic Alignment: Actionable Insights for Business Goals
    Beyond mere data consolidation, we aligned our efforts with Clothing Brand A’s specific business objectives and goals. This enabled us to create a “top-to-bottom” funnel view within our platform. Powered by our Intelligence Commerce capabilities, this allowed the business to seamlessly navigate from overall store performance down to granular individual product insights, providing clarity, speed, and accuracy in their decision-making.
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Standing Out in a Saturated Market: How FRISO Drove Premium Engagement During Shopee’s 11.11 Mega Sale

Case Study

Standing Out in a Saturated Market: How FRISO Drove Premium Engagement During Shopee’s 11.11 Mega Sale

The Results

Increased Content Engagement

Achieved significantly higher content views (+115%) through strong targeting and impactful creatives.

Top Revenue Performer

Recognized by FRISO as the best-performing FRISO Shopee CPAS campaign of 2024.

Higher Site Traffic

Drove strong audience interest with a 23% increase in site visits.

Strong Campaign Efficiency

Delivered a higher return on ad spend than target, with especially strong performance from traffic campaign.

The Challenge

1. Rising Above the Noise in a Crowded Digital Market

FRISO, a well-established infant formula brand in Singapore, found itself navigating a rapidly evolving digital landscape. As more FMCG players shifted their efforts online, competition intensified particularly on platforms like Meta, where rising saturation drove up customer acquisition costs and made it harder to cut through the noise.

While competitors launched always-on, full-funnel campaigns year-round, especially during key ecommerce events like 11.11—FRISO’s campaign-based approach limited continuous consumer engagement and visibility during critical purchase windows.

At the same time, FRISO’s premium positioning added another layer of complexity. Its higher price point, justified by the brand’s commitment to quality and milk sourced directly from its own farms in the Netherlands, stood in stark contrast to a market dominated by aggressive price cuts and discount-driven messaging. As mega sale periods became more crowded, the brand faced pressure to convert new customers without compromising its value-driven narrative.

2. Competitive Landscape

FRISO competed head-to-head with global category leaders such as Aptamil, Nestlé NAN, and Abbott Family. These brands had significantly increased their digital investments, embraced always-on strategies and occupied greater share-of-voice across key online channels. For FRISO, the challenge was not only to maintain visibility but to do so in a way that protected its premium image, differentiating itself through brand storytelling, value-led communication, and smarter digital execution.

3. Understanding the Target Audience

FRISO’s core audience, expecting and existing parents aged 25 to 44 are digitally savvy, mobile-first consumers who spend substantial time on social platforms like Stories, Feed, and short-form video.

However, converting this audience is far from straightforward. Parents are deliberate shoppers who seek out reviews, compare brands thoroughly, and rely on peer recommendations. Brand loyalty in the category is high, particularly among first-time parents still exploring options, making it challenging to drive quick conversions.

To win in this space, FRISO needed to engage parents early, build trust, and guide them through a seamless digital journey from awareness to consideration to purchase while standing out in a competitive, promotion-heavy market.

The Strategy

To drive both brand awareness and conversions during the competitive 11.11 mega sale, ADA developed a strategic full-funnel, mobile-first campaign for FRISO, maximizing impact on a modest budget.

The campaign strategy was built on three key pillars:

  • Broad-yet-Relevant Reach: Leveraged wide audience targeting, layered with refined interest filters to ensure relevance while maintaining scale.
  • Compelling Creative Storytelling: Custom assets were designed to highlight FRISO’s natural sourcing and premium quality, positioning value over deep discounting while still promoting the exclusive 11.11 offer.
  • Real-Time Monitoring & Optimization: Ongoing performance tracking enabled agile optimizations throughout the campaign, ensuring efficient budget use and maximized results.

The Execution

1. Planning & Targeting

  • Implemented broad demographic targeting across Singapore, layered with interest-based filters (e.g., toddlers, pregnant moms, babies, and engaged shoppers).
  • Employed a hybrid targeting approach: Advantage+ campaigns for broad prospecting, and Remarketing audiences for re-engaging high-intent users.

2. Creative Execution

  • Designed visually distinct, mobile-optimised creatives that featured a lush greenery backdrop—reinforcing FRISO’s heritage of premium, natural milk sourced from its own farms in the Netherlands.
  • Prominently highlighted the exclusive 11.11 gift-with-purchase (Electric Retro Motor Bike worth $229) to create urgency and elevate perceived value.
  • Delivered a clear and compelling call-to-action: “Join FRISO for Shopee’s 11.11 sale to enjoy supersized savings. Up to 20% OFF + Free Gift worth $229. Hurry, limited sets only. Shop now!”

This strategy cut through the clutter of price-slashing promotions, positioning FRISO as a high-value brand offering meaningful rewards.

3. Real-Time Optimisation

  • Consolidated ad sets to accelerate algorithm learning and improve budget utilisation.
  • Continuously monitored campaign performance in real time and implemented timely optimisation to drive stronger results.
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