Hosted by Julie from Vase.ai Market Research. In this episode, we speak with Chen Chow, the co-founder of Fave, one of the leading cashback apps in Southeast Asia. You will learn Chen Chow's perspective on :  Using data to create and improve products for different segments and markets, such as the Jobstreet English Language Assessment (JELA) and the Fave; Leveraging data to grow Fave's user base, revenue and retention, and how they optimized the marketing channels, such as email and push notifications Approaching data-driven marketing in Southeast Asia, and what are the challenges and opportunities in this diverse and dynamic region. In today's episode, we discuss : 00:00 Introduction 01:23 Chen Chow's career & background 04:37 The importance of having clear positioning for your product & business 09:31 How to choose the right target segment for your product 13:47 Use a balance of data and intuition to choose the right target segment 19:28 Designing cashback the right way as part of retention strategy 32:23 Monitor your inputs and outputs as key metrics 46:02 Lighting round - Advice for those interested to pursue a career in marketing This episode [https://www.vase.ai/resources/podcast-datadrivenmarketing/how-fave-uses-data-to-skyrocket-marketing-roi-chen-chow] is full of insights and stories from a leader who has been at the forefront of marketing, technology and data in Southeast Asia.