Simon will lead a team of data scientists, software and data engineers across the region

KUALA LUMPUR, 25 OCTOBER 2019ADA (Part of Axiata Group), the largest company in Asia that integrates data, insights, media, and content to deliver business outcomes appoints Simon Samuel as the new Head of Data Analytics.

Based in Kuala Lumpur, Malaysia at the ADA Centre of Excellence, Simon will lead a team of close to 50 data scientists, software and data engineers. Simon and his team will support ADA regionally across eight other markets – Indonesia, Thailand, Philippines, Singapore, South Korea, Cambodia, Bangladesh, and Sri Lanka – and provide end-to-end management from data engineering through to software engineering.

His role is central to ADA’s strategy of being a data and analytics-driven agency. As data science is becoming ubiquitous, Simon and his team will drive ADA in supporting clients as well as leveraging data and analytics across marketing strategies, planning, and targeting.

Simon’s vision is to drive the commercial value for clients’ through data and analytics. The team will enable ADA colleagues and clients to understand the value of their own data, third party data, and to develop and analyse the data to help them drive value and win.

Data science can be perceived as an academic capability and most organisations fail to deliver or even drive value from data science, however, given Simon’s extensive experience, he has the understanding of what is needed to successfully derive value from data science.

Simon comes with over 20 years’ experience in building and managing data science. His initial experience was in financial services, delivering marketing and pricing optimisation for Lloyds Banking Group by delivering GBP 100M++ in benefits.

His experience expanded across industries and geographies following his move to Deloitte Digital, in addition to exposure in markets across South Africa, Europe, and North America.

At Centrica, Simon led the consumer data science division, driving value, monetising data from smart meters, and IoT (Internet of Things) connected home data.

Simon has been consulting in the ASEAN region since May 2018, working with some of the region’s largest organisations by helping embed data science competencies within their organisations.

Reporting to Srinivas Gattamneni, CEO, ADA; Srinivas commented on Simon’s appointment, “ADA is thrilled to have Simon on board and lead the team in Malaysia and regionally with his wealth of experience. I am certain that great things are in store for our clients as we help them navigate the complex world of data science and analytics – we are here to enrich their digital marketing strategies with precise targeting to yield better results and business outcomes.”


About ADA

 ADA (Part of Axiata Group; Pronounced as A-D-A) is the largest company in Asia that integrates data, insight, media, and content to deliver business outcomes. Part data science, part agency, part consultancy – our eclectic and diverse talent come together to make sure our customers always emerge winners.

ADA is a rebrand of different go-to-market brands (AdParlor, AdReach, Digital Reach). Shareholders are Axiata Group Berhad and Sumitomo Corporation. Our business is anchored on 3 main pillars and powered by our deep data assets with 280 million unique profiles and >200 raw and derived attributes:

  • Integrated Planning & Delivery (Media Planning, Digital Creatives, Ad Operations, Growth Hacking)
  • Deep Media Integration (Facebook, Google, Telco, AVOD)
  • Merged Analytics (Data Consulting, Data Enrichment, Audience Center)

For media enquiries, please contact:

Fiona Ng, Marketing & Communications, ADA
+6019 257 8277,