Igaworks partners with Vietnam’s Clever Group to supply data platform

South Korean big data platform company Igaworks said on Thursday it has signed a contract and strategic alliance deal with Vietnam’s largest marketing company Clever Group to supply its data tech platform in the Vietnamese market.

Igaworks said it will provide software-as-a-service (SaaS) solutions such as Dfinery, a customer data platform (CDP) used by domestic enterprises, and artificial intelligence (AI) digital media platforms to help Clever Group expand its data-based marketing services.

Especially, it plans to expand its comprehensive marketing services based on data by quickly securing the local first-party data analysis market. First-party data is information a company collects directly from its customers and its own. It can help marketers create personalized experiences for users and improve their performance.

Clever Group, which has more than five subsidiaries in ad tech, advertising and media, is the only local marketing company listed on the Ho Chi Minh Stock Exchange.

According to Nguyen Khanh Trinh, chairman of Clever Group, the partnership with Igaworks will increase their market dominance in the Asia-Pacific region and present a new paradigm in Vietnam's digital marketing market through its newly acquired data platform capabilities and create an opportunity for a groundbreaking leap.

"We will continue to refine our data solutions to be flexible according to each regional situation while actively expanding our global pipeline to secure new growth engines," said Ma Guk-seong, CEO of Igaworks.

Write to Han-Gyeol Seon at always@hankyung.com