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Ep. 02: Beyond Demographics: Philip Tiongson on Data-Driven Hyper-Personalized Marketing

September 16, 2026

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Show Notes

Media strategist and analytics expert Philip Tiongson dives into the evolution of digital marketing—moving beyond basic demographics to data-driven, hyper-personalized strategies. He unpacks the power of audience insights, mobile behavior analysis, and interest-based targeting to fuel impactful campaigns. From leveraging platform algorithms to merging brand and agency data for deeper audience understanding, this episode offers strategic tips for agencies, marketers, and entrepreneurs alike. Perfect for those aiming to boost engagement, increase ROI, and future-proof their digital marketing efforts.

Key Topics Discussed:

  • Importance of personalized, data-driven marketing strategies

  • How mobile app behavior reveals deep consumer insights

  • Rise of hyper-personalization and AI-powered ad creation tools

  • Ethical responsibility and strategic thinking in automated platforms

  • Tips for agencies and small businesses on how to target and test campaigns

  • Benefits of merging brand and agency data for richer audience understanding

  • Value of iterative marketing and continuous learning

  • Relevance of industry gatherings and hybrid networking formats

Episode timeline:

00:00:47 – Starting out in media and advertising in the 1990s

00:01:35 – Regional experience in Vietnam and Singapore

00:02:49 – Entering the digital age and early analytics

00:05:15 – Evolution of digital media into a measurable platform

00:07:27 – Overview of “Beyond Demographics” presentation

00:09:19 – Psychographics and the bigger picture in audience insights

00:10:49 – Leveraging available consumer and agency data

00:12:25 – Understanding audiences through mobile app behavior

00:14:39 – Hyper-personalization and AI-driven advertising

00:16:16 – Strategic responsibility in a democratized ad world

00:20:48 – Embracing iterative learning and experimentation

00:21:25 – Importance of GMMs for sharing and collaboration

00:22:26 – Online vs. in-person: the case for hybrid events

Philip tiongson profile photo

Featured Guest

Philip TiongsonHAVAS Ortega
Philip Tiongson is a seasoned marketing strategist, researcher, and analytics leader with a career spanning traditional media, digital strategy, and marketing science. Starting in traditional advertising in the mid-1990s and evolving alongside modern digital measurement, Philip champions a human-centric approach that looks beyond basic demographics to understand audiences as people first. He advocates for combining advanced technology—such as AI and hyper-personalization—with sharp, strategic thinking.

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