Insider’s platform helps marketers and brands create more intelligent interactions with their customers through exposing them to the most relevant content on their preferred channels

Singapore-headquartered digital marketing startup Insider has secured US$11 million in Series B investment, led by Sequoia Capital India, with participation from existing investors Dubai-based Wamda Capital and Turkey’s Dogan Group.

Insider will use this investment to double down in Asia, where it has experienced strong demand.

With this, Insider has also announced the launch of its growth management platform (GMP), which helps marketers create more intelligent interactions with their customers through exposing them to the most relevant content on their preferred channels.

Insider claims that GMP offers digital marketers a full suite of features across the entire growth funnel, from acquisition to activation, retention and revenue. Powered by Artificial Intelligence and Machine Learning capabilities, the platform delivers real-time insights and personalisation across web, mobile web, mobile app and ad channels.

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“Customers are demanding more personal, meaningful and smoother experiences, no matter what channel they are on. Delivering a personalised experience to each and every customer at scale increasingly requires robust AI and Machine Learning technologies,” said Hande Cilingir, CEO and Co-founder of Insider.

“That’s why we have built the first integrated growth management platform, which gives digital marketers a holistic end-to-end capability across the entire growth funnel, from customer acquisition to activation, retention and revenue. Our aim is to make it easier for digital marketers to take a leading role in driving revenue, growth and loyalty in their organisations. Above all, our mission is to help brands deliver relevant and delightful experiences that are mindful of their customers’ attention and time,” she added.

Brands are pouring an increasing proportion of their marketing budget into digital channels in a bid to reach consumers in today’s fragmented media landscape. Yet, too many marketing dollars are spent on the wrong customers: those that don’t convert, spend, and come back. Complex and costly marketing clouds are not a viable option for many companies.

The alternative is using a range of different point solutions to drive growth, but this creates fresh headaches for organisations that must then deal with managing multiple vendors, integrating solutions, and standardising data sets.

Insider claims that it has set out to solve this challenge. Built on a unified data layer, Insider’s GMP is easy to implement and use, avoiding the need for complex integrations. The platform is based on the latest technologies based on knowledge activation and neural network-based models making technology almost invisible to users.

Launched in Istanbul in 2012, Insider moved its headquarters into Singapore last year. Currently, it operates in 15 markets worldwide, including Indonesia, South Korea, Japan, Malaysia, Thailand, Vietnam, the UK and Australia.

The firm’s clients include Singapore Airlines, Tokopedia, UNIQLO, Virgin, Tiki, Samsung, New Balance, Newsweek, McDonald’s, Ticketmaster, Nissan, BBVA, Allianz and CNN.