On March 19, 2025, Natthapong Inpo, Head of Marketing at MONIX, shared valuable insights on how to build a 360-degree customer view in a privacy-first digital landscape at Digital Marketing Asia 2025 in Bangkok. Speaking to over 150 top marketers across the region, his session, “Mastering the 360° Customer View: From Unified Data to Digital Experience Delight,” explored key challenges, introduced a five-layer framework for data-driven marketing success, and highlighted real-world case studies—including MONIX’s own FINNIX platform—to demonstrate how humanized, AI-driven experiences can create meaningful business results.
The session wasn’t just a presentation—it was a deep dive into the practical playbook of how MONIX and other leading digital-first brands are transforming fragmented data into seamless, personalized customer journeys. With a focus on real-world application, our executive shared an actionable framework and success stories that left the audience with tangible next steps for their own digital transformation.
Three Trends Reshaping Customer Data Strategy
The session began by highlighting the major shifts happening in the digital ecosystem:
- The Cookieless Future: As browsers phase out third-party cookies—tools traditionally used to track user behavior across websites—marketers must pivot to first-party data strategies that rely on direct customer interactions. This shift presents both a challenge and an opportunity: while the $400 billion ad industry faces disruption, brands that adapt early can boost customer lifetime value and trust.
- App Tracking Limitations: With increasing restrictions on tracking users across mobile apps, data collection is becoming more limited and opt-in based. This change demands that marketers embrace privacy-centric environments like Google’s Privacy Sandbox and focus on gathering insights through transparent, consent-based interactions.
- Evolving Regulations: From Thailand’s Personal Data Protection Act (PDPA) to Europe’s General Data Protection Regulation (GDPR) and California’s Consumer Privacy Act (CCPA), global privacy regulations are reshaping the marketing landscape. But instead of viewing compliance as a hurdle, forward-thinking brands are using it to build deeper trust through consent-driven engagement.
The 5-Layer Framework for a 360° Customer View
At the heart of Natthapong’s session was a strategic five-layer framework that empowers marketers to unify data and deliver more human-centric experiences. The framework can be approached from both inside-out and outside-in perspectives:
- Layer 5: Touchpoints – Digital ads, website/app behaviors, and customer service interactions are all key opportunities to capture data.
- Layer 4: Data – M.A.T.H. data types—Marketing, Acquired customer, Transactional, and Happiness—form the foundation of customer insights—reminding marketers to treat data not just as numbers, but as narratives that reveal customer needs, behavior, and satisfaction.
- Layer 3: Martech Stack – Crucial for mastering a 360-degree customer view, includes Content Management System (CMS), Consent Management Platform (CMP), Mobile Measurement Partner/Web Analytics (MMP), Customer Data Platform (CDP), Customer Relationship Management (CRM), and Marketing Automation Platform (MAP)—six essential platforms for organizing, managing, and activating data.
- Layer 2: Identifier – Stitching together Advertising ID, Measurement ID, and Customer ID enables a unified customer view across systems.
- Layer 1: Delivery – Activate the unified data to deliver personalized, seamless digital experiences that drive loyalty, trust, and real business outcomes.
Success Stories That Bring the Framework to Life
Real-world examples showed how this framework works in action. From global streaming services to leading consumer apps, the session highlighted how unified data can drive exceptional results. In particular, MONIX’s own FINNIX platform—a humanized AI lending app—demonstrated the impact of this approach. By applying the five-layer model, FINNIX has delivered personalized communication, proactive service, and timely support to its users at every touchpoint. As a result, it has achieved over 25 million app installs, significantly reduced customer acquisition costs, earned a 4.8-star rating from app reviews, maintained single-digit NPL, and created over 150,000 jobs through the app.
Putting It into Practice: 5 Actionable Takeaways from the 5-Layer Framework
To bridge strategy and execution, Natthapong distilled the 5-layer framework into five practical takeaways that marketers can apply immediately—regardless of team size or tech maturity. First, move beyond reliance on third-party cookies and mobile tracking by prioritizing data collected directly from customers. Consent-based, first-party data is more sustainable—and more valuable. Second, start with touchpoints—every customer interaction is a chance to collect meaningful insights—treat them as valuable data opportunities. Third, apply the M.A.T.H. approach to make data actionable and deeply customer-centric. Fourth, ensure your Martech backbone is in place by integrating key tools like CMS, CMP, MMP, CDP, CRM, and MAP. Finally, unify your data by stitching together Advertising, Measurement, and Customer IDs—this integration is crucial to creating a clear, complete customer view.
“The future of marketing isn’t just about collecting data—it’s about connecting it, respecting it, and using it to create experiences that truly matter.” — Natthapong Inpo, Head of Marketing
As the digital world moves toward greater privacy and higher customer expectations, the brands that will lead are those who treat data ethically, connect it intelligently, and use it to serve people better. At MONIX, that belief drives everything we do—and this 5-layer blueprint is just one way we’re turning insight into impact.
