Amperity, the Seattle-based customer data platform (CDP) provider for enterprise consumer brands, is expanding in the Asia-Pacific (APAC) market with the opening of a new office in Australia. Billy Loizou, the company’s area vice president, will lead Amperity’s sales and marketing efforts and build a team of experts to help brands in the APAC market make better use of customer data to scale their businesses.

Amperity takes customer data from any source, in raw form, and deduplicates, unifies, and merges records to offer a comprehensive and accurate view of customers. And with brands around the world eager to leverage first-party data to connect more effectively with customers as the deprecation of third-party cookies draws near, Amperity has benefited accordingly.

The new Australian office will offer local engagement to the growing number of brands that recognize the importance of a cohesive and integrated view of customers and their information, Amperity officials say. While inaccurate or incomplete profiles alienate customers and waste resources, a holistic customer view reduces expenses, grows revenue, and improves the CX and employee experience (EX), the company notes.

Barry Padgett, CEO at Amperity, says that by establishing a larger footprint in Australia and across Asia, Amperity will be able to provide service to brands wherever they may be located.  “Amperity has seen a huge amount of growth in the region over the past few years as brands grapple with how to put their customer data to better use and leverage it for growth,” Padgett elaborates.

Amperity currently works with several leading brands in Australia, including Endeavour Group, the country’s largest hospitality and drinks retailer, and Servco Pacific, the top Toyota dealer group in Australia. Among global brands, Amperity’s flagship enterprise CDP is used by the likes of Alaska Airlines, Crocs, Kroger, Nautica, Planet Fitness, and Wyndham Hotels & Resorts.

Loizou At the Helm

With more than 15 years of experience in marketing in both digital and creative agencies, as well as being a blogger and host of the podcast “Created for Marketers,” new area chief Loizou says he knows the value that a company can derive from accurate and accessible first-party data.

“Australian brands are early adopters when it comes to technology but now face new challenges, such as privacy regulations and the soon-to-be death of the third-party cookie,” Loizou says. “I look forward to working with enterprise companies in this region to overcome these obstacles while increasing brand advocacy and loyalty.”