24 Hours With… comScore’s Joe Nguyen

24 Hours With... spotlights the working day of some of the most interesting people in Asia’s marketing and media landscape. Today, we hear about a day in the life of Joe Nguyen, senior vice president for Asia Pacific at comScore

7:00am: Alarm on my phone goes off. Where am I? Ah yes, I am at Le Meridien in Kuala Lumpur today. With 213 days of travel in 2016, “Where am I?” is a normal question when I know I am not in my bed in Singapore. Fifteen minutes later, I am at the hotel gym. The Le Meridien KL gym is a nice, big gym as it is shared with Hilton KL and has all the equipment I need. At 45 years old, I make it a point to go to the gym at least three times a week. Sometimes on weekends. I have managed to get my weight down to a reasonable 72kg and am sticking to my ketogenic diet.

 8:30am: I am in the hotel club lounge and order a cappuccino and two soft boiled eggs – my normal breakfast, if I have time for it. I run through emails from the night before that came from colleagues in the United States or my boss Will Hodgman in London. As the quarter just ended, there is a lot to review with sales operations, finance and legal teams on deals that closed. As it is also now a new quarter, I need to review Salesforce for this quarter’s deals across Asia Pacific and work on my forecast. I also check Facebook for news, and check in with my wife to let her know I am still alive, and thinking about her and the family.

 11:00am: After 45 minutes in KL traffic, the team and I arrive at a meeting with a local publisher which operates multiple local TV stations, radio stations and newspapers. This publisher has been a comScore client for more than eight years and was one of the first I signed up when I joined comScore in 2009. Today, we are updating them on our upcoming free viewability measurement offering and, importantly, our launch of mobile consumer panel data in Mobile Metrix and MMX Multi-Platform in Malaysia. 

12:30pm: We arrive at Jarrod & Rawlins in Bangsar for a lunch and meeting with our Malaysia reseller partner. The meeting is a Quarterly Business Review whereby we walk through the performance of the previous quarter. We also walk through potential deals in the current new quarter, and what kind of sales and servicing coordination we need together. As we are launching mobile panel data in Malaysia later in the day, there are some logistics that we need to work through as well. I have a catch-up call with our VP for Australia and New Zealand to talk about some deals and upcoming events that we are sponsoring. We are also making some new hires in Sydney and holding some promising discussions on our advertising validation offering. 

2:30pm: We arrive at Bobo KL, a cool piano bar and jazz lounge. The venue will host our event later today at 4pm, and is the perfect space as it’s large enough for 80 people but still holds a cosy feel. For the next hour, I check emails and have a couple of WhatsApp phone calls with my regional leads in India and Japan to get updates on deals and forecasts. We launched MMX Multi-Platform and enhanced Mobile Metrix with mobile consumer panel data in India in April, and they have been extremely well-received in the market. For Japan, there has been lots of interest in our upcoming free viewability measurement offering by publishers and agencies. By the way, I have saved so much money using voice and messaging apps to communicate these days.

 3:30pm: Our guests start to arrive to our event, and we start to mingle, chat and catch up with the Malaysia digital community – agencies, publishers and techies. The Malaysia digital community is quite a tight community. Most people have known each other for years and are still very active through the Malaysian Digital Association, Media Specialists Association, 4As and/or ABC.

4:30pm: Jonah Ken Tan, our VP for South East Asia, and I take the stage to officially announce the introduction of mobile panel data in Malaysia. Since the end of last year, we have been recruiting panelists for our mobile panel in the market. We have been reporting on desktop usage for many years, but mobile usage, like everywhere else, has taken more and more of consumers’ digital time spent. Ken and I share the latest research numbers.

In April 2017, 18.8 million users in Malaysia accessed the Internet via desktop or mobile platforms, with 50.5 per cent accessing from both desktop and mobile, and 4.2 million accessing via mobile only. Everyone is very interested in the data and have questions for us.

8:00pm: We head off to dinner around the corner with a few local senior folks and dive into interesting discussions around the Malaysia digital industry, as well as the TV industry and how they can get to a true cross-media offering for the market. These late evening discussions are always the most stimulating and a great opportunity to get the vibe of the market.

12:00am: Back to the hotel. Nightcap, anyone? If not, I will check a few emails, pack my bags, and get a blissful night’s sleep…

 6:30am: Alarm on my phone goes off. Where am I?


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