After more than 12 years accompanying brands in social media data analytics and marketing services, YouNet officially announces its new positioning: “The Pioneering Data Intelligence Group for Digital Commerce in Southeast Asia.”
To better understand the vision and strategic intent behind this transformation, we sat down with Mr. Nguyen Anh Hoa, Founder & CEO of YouNet Group.
Data Intelligence – The New Core Value of YouNet
Interviewer: From being a pioneering SocialTech company in Vietnam and a trusted partner of more than 500 leading brands, what has driven YouNet not only to “renew itself” but also to make a strategic shift toward becoming a Data Intelligence Ecosystem?
Mr. Nguyen Anh Hoa: “Innovation for pioneering” has always been part of YouNet’s DNA. Over a decade ago, we believed that social technology (SocialTech) would profoundly transform how businesses operate, and we were right. We’ve helped hundreds of companies listen to and understand millions of consumers.
To elaborate, SocialTech is a concept we introduced globally to describe data, technologies, and services related to social media. Within an enterprise, there are three communities where SocialTech can be applied to create value: the employee community, the customer community, and the social community. YouNet Group was built around these three communities, making us one of the few pioneering companies in the world with a deep and comprehensive social media service ecosystem.
However, since 2022, we have observed a new trend reshaping how brands distribute products and conduct marketing: the rise of Digital Commerce, where brands sell directly to consumers. In response, we began developing and implementing E-commerce Data solutions in 2023 to help brands integrate data seamlessly from marketing to E-commerce sales.
Recognizing that Data Intelligence is the core framework – the compass – that guides brands in the digital business era, we decided to reposition YouNet from SocialTech to Data Intelligence.
Data Intelligence – The New Core Value of YouNet
Interviewer: Could you share more about the structure of this Data Intelligence ecosystem? What are its core capability pillars that enable it to guide businesses effectively?
Mr. Nguyen Anh Hoa: First of all, it’s important to emphasize that SocialTech – the path we pioneered and have pursued over the years – has not disappeared. Today, during this critical transformation phase, SocialTech serves as a solid foundation for each of our member companies. Building upon that foundation, Data Intelligence is the new core value that the entire YouNet Group delivers to our clients.
1. The Data Intelligence Division – Delivering Actionable Insights
- YouNet Media: “The Leading Social and E-commerce Intelligence Company” – The leading player in Social and E-commerce Intelligence in Vietnam and Southeast Asia, serving as the Data Intelligence Hub of the YouNet ecosystem. We integrate Social Media and E-commerce Market data, combining advanced technology platforms with expert teams to deliver both actionable insights and analytical infrastructure. This allows brands not only to understand their markets and consumers more clearly but also to activate and leverage internal data systems for faster decision-making and sustainable growth.
- YouNet ECI: “The Pioneering E-commerce Data Intelligence Company” – The pioneer in data-driven E-commerce growth consulting for brands. We provide the most accurate and comprehensive E-commerce market data, with the highest level of depth and granularity, especially pioneering the integration of E-commerce and social data.
- Buzzmetrics: “The leading Social Media and E-commerce Market Research Company” – Since 2013, Buzzmetrics has been a pioneer in applying market research methodologies to social media data. With over a decade of experience, Buzzmetrics specializes in connecting and analyzing discussions across social media and E-commerce platforms, helping brands uncover valuable consumer insights. Its mission is to deliver reliable, research-based insights by bridging Social and E-commerce data.
2. The Services Division – Operating under The Qualified Marcom Framework
The Qualified Marcom (TQMC) – YouNet’s Commitment to the Market
Interviewer: You just mentioned “The Qualified Marcom.” This seems to be not only a framework but also a strong commitment from YouNet. Could you elaborate on this philosophy?
Mr. Nguyen Anh Hoa: The Qualified Marcom (TQMC) is YouNet’s commitment to the market. TQMC is our strategic framework that redefines how marketing is planned, executed, and measured – based on comprehensive data, real users, and real impact. Our Services Division operates under this framework to plan, execute, and measure marketing in order to deliver real effectiveness – real marketing, real sales.
Qualified Marcom = Data-driven strategy + Data from real users + Measurable effectiveness
It is important to emphasize that all marketing agencies under YouNet operate with the mindset of The Qualified Marcom. Specifically:
- YouNet AM: “The Data-driven Advocacy Marketing Company.” As the leading data-driven Advocacy Marketing company in Southeast Asia, we activate natural influence at scale by combining data insights with The Qualified Marcom mindset, ensuring that every campaign guides the consumer journey from first awareness to long-term loyalty.
- Mango Digital: “The Pioneering Data-powered, Social-first Creative Agency.” A creative agency driven by data where every idea is rooted in the social insight network, Mango Digital transforms social conversations into meaningful creative solutions – emotionally engaging and tightly connected to business performance.
- Fanscom: “The Advocacy First Agency, Built for Qualified Impact.” As Vietnam’s Advocacy First agency, Fanscom prioritizes turning consumers into brand “allies,” ensuring advocacy that both inspires and delivers measurable impact.
- YouNet Social: “Platform & Services for Community & Creator Content Marketing.” A pioneering SocialTech platform company that builds and operates communities for brands and creators through the VoiceShare and phpFox platforms. Our mission is to empower brands and creators to own their communities, activate large-scale advocacy, and generate actionable insights to drive growth.
And to ensure that this commitment is more than just words, we have invested in and established TQMC Lab – YouNet’s innovation initiative and real-world laboratory for experimenting with and pioneering new marketing methodologies based on The Qualified Marcom mindset, utilizing social and E-commerce data. TQMC Lab is where real user data of high quality is used to redefine marketing practices that generate truly measurable effectiveness.
Interviewer: Building such an ecosystem and pioneering framework is a tremendous effort. What concrete actions does YouNet plan to take to realize this commitment and contribute to industry transformation?
Mr. Nguyen Anh Hoa: A vision is only words without concrete action. With our new positioning, we are committed to advancing in four main directions:
- First, developing a strong Qualified Marcom community across social media platforms. Through the TQMC community, we will continuously publish materials, share knowledge, and introduce methodologies for performance-driven marketing, aiming to gather and build a community of professional, data-minded marketers.
- Second, strengthening our role in market thought leadership. With our unique advantage of owning unified Social and E-commerce data, we will release more in-depth reports and multi-dimensional analyses on industries, consumer behavior, and future trends shaping digital commerce.
- Third, continuing to invest heavily in technology and AI. Technology has always been the core foundation of YouNet. We will keep developing our platforms and further integrating Artificial Intelligence (AI). However, it must be clarified that we view AI as a powerful tool to explore and process data at greater scale, efficiency, and accuracy- thereby unlocking and enhancing human thinking value. AI does not replace our experts; it empowers them to discover deeper insights from data.
- Fourth, researching and developing marketing methodologies that create real impact. This is the core mission of The TQMC Lab: to develop, test, and disseminate new marketing methods capable of generating direct and measurable business results in the digital commerce environment.
Interviewer: What does this major transformation mean for the people at YouNet themselves?
Mr. Nguyen Anh Hoa: That’s a very important question – and one I care deeply about. Our core philosophy since day one has been “Success Together.” The shift toward Data Intelligence is the strongest embodiment of that belief. It’s not just the company’s growth, it’s the expansion of opportunities for every individual member. As we pioneer in a broader and more advanced field, every employee has the chance to become a top expert, engaging with the market’s most complex challenges. Our philosophy is clear: our employees are our shareholders. This new positioning will create more opportunities for ownership and success within our team, because YouNet Group’s success is the success of each member.
Interviewer: With such a complex ecosystem and strong commitment, what is YouNet’s ultimate purpose and aspiration in the era of Data Intelligence?
Mr. Nguyen Anh Hoa: This transformation holds great meaning, not only for us but also for our clients. We are not just providing services; we are empowering businesses to expand market share, boost revenue, and build sustainable competitive advantages. In other words, we provide the information and services that help our clients survive and thrive in the digital commerce era.
On the international stage, we have YouNet Insight – our global brand for integrated Data Intelligence solutions.
In the Social Intelligence service group, YouNet serves major clients by providing Social Listening tools and analytical services across Southeast Asia and worldwide. In the E-commerce Intelligence service group, we are currently working with several clients in Thailand in 2025 and plan to expand into other countries in the region soon.
Our vision is to become the most trusted partner in Southeast Asia for sustainable brand development, and to be the one that shapes the Data Intelligence landscape for the entire region and beyond.
Interviewer: Thank you very much.
About YouNet Group
Founded in 2008, YouNet Group is now the leading Data Intelligence ecosystem in Southeast Asia, with 7 member companies, over 450 professionals, and a client network of more than 500 major brands. Its flagship products and platforms – SocialHeat, SocialTrend, SocialLift, and EcomHeat – have established its pioneering position in social and E-commerce data analytics.
To learn more about how YouNet Group’s Data Intelligence Ecosystem can help your business achieve sustainable growth in the digital era, please visit our website at www.younetgroup.com.
