From Data Intelligence to Data-driven Marketing Methodology
For more than a decade, YouNet Group has pioneered the creation of a Data Intelligence Ecosystem for Marketing and Digital Commerce in Southeast Asia – integrating Social and E-commerce data to help brands and agencies measure, optimize, and grow sustainably in the digital era.
Continuing that journey, YouNet Group aims to accelerate the application of data in marketing, with a focus on measuring real effectiveness – from Marketing to Sales. To realize this vision, we established the TQMC Marketing Lab – a center dedicated to researching and developing data-driven marketing methodologies based on The Qualified Marcom (TQMC) mindset.
TQMC: The Strategic Framework Redefining Marketing
TQMC (The Qualified Marcom) is a strategic framework developed by YouNet Group to redefine how marketing is planned, executed, and measured. The three missions of TQMC are:
Unlike traditional measurement systems that focus only on reach and engagement, TQMC introduces qualified metrics – indicators that reflect the real impact of marketing on sales and business performance. TQMC integrates three key data pillars:
- Social Data – capturing discussions and user behaviors on social networks to deeply understand insights, needs, and social trends.
- E-commerce Insights – analyzing data, behaviors, and shopping trends while measuring brand performance and health across e-commerce platforms.
- Qualified User Signals – identifying real voices, real interactions, and real impacts from real consumers – data that truly reflects a brand’s genuine value and influence.
TQMC Lab: The Creative Heart of YouNet’s Marketing Methodologies
To bring TQMC to life, YouNet has integrated three core capabilities into a unique full-stack structure.
These three capabilities converge at The TQMC Lab – YouNet’s pioneering marketing methodology development center.
TQMC Lab is where new marketing methodologies are researched, designed, and piloted. It integrates social and e-commerce data to create predictive models and breakthrough strategies, ensuring every idea is grounded in real data and aimed at qualified effectiveness.
The collaboration between TQMC Lab (research) and member Agencies (practical validation) forms a continuous innovation loop, bringing methodologies to market and feeding insights back for improvement.
TQMC Lab: 5 Methodologies, 4 Innovative Approaches
From this foundation, TQMC Lab has developed 5 methodologies representing 4 innovative approaches in modern marketing.
These methodologies are researched, tested, and developed by TQMC Marketing Lab – YouNet Group’s center for marketing methodology innovation, where data, technology, and expertise from member agencies come together to create new standards for marketing in Vietnam and the region.
A. Innovative Approach 1: Data-driven Creative
Method 1: Mango Juice Methodology – Turn data into a source of creativity
Developed by Mango Digital and TQMC Lab, Mango Juice is a Data-Driven Creative Methodology that helps brands use creativity to solve communication problems.
The methodology operates through 4 stages:
Planning – Executing – Measuring – Optimizing, ensuring every idea is rooted in qualified data and measured by qualified metrics, alongside common social metrics.
This methodology has been applied to strategic projects since Q2/2025 and is expected to be widely adopted for all Mango Digital projects starting from Q1/2026.
B. Innovative Approach 2: Data-driven Advocacy
Method 2: Attribute Advocacy Methodology – Data-Driven Advocacy (Brand Trust Layer)
Advocacy marketing that amplifies the true values of the product.
Developed by YouNet Advocacy Marketing (YouNet AM), this methodology focuses on “advocate attributes” – the genuine qualities of a product naturally shared by consumers and influencers.
By integrating data from SocialHeat, SocialLift, and VoiceShare, the methodology helps brands to:
- Measure how consumers perceive the attributes a brand aims to communicate or promote.
- Identify the actual attributes consumers associate with the brand.
- Recognize who the true advocates are – those with authentic voices and real influence.
- Analyze how they talk about the brand: tone, content, and alignment with the brand’s core values.
- Strengthen brand trust through authentic and consistent voices, ultimately enhancing brand perception in consumers’ minds across social media.
Method 3: Ecomcacy Methodology – Data-Driven Advocacy (Sales Impact Layer)
From social voices to commercial conversion.
Ecomcacy helps brands measure and optimize the impact of advocacy on E-commerce sales through the Social – Link – Ecom model.
When a campaign gains traction on social media, Ecomcacy enables brands to answer critical questions:
- Which marketing factors drive sales?
- What is the most effective combination of content – channel – KOL?
Based on data from EcomHeat and Social-to-Ecom Impact metrics, brands can:
- Optimize budgets for social activities, content, channels, and KOLs;
- Measure the real ROI of each advocacy activity;
- Connect social conversations with actual purchase behaviors.
C. Innovative Approach 3: Community-driven Creative (In Development)
From brand-led to community co-created.
In the Community Era, communities are no longer just audiences — they are the new creative force for brands.
Developed by YouNet Social in collaboration with TQMC Lab, this methodology helps brands:
- Build, nurture, and activate communities to co-create content and brand value;
- Identify and amplify relevant trends and content;
- Transform users from “audience” into “co-creators”.
Leveraging SocialHeat (Social Listening), phpFox (Community Platform), and VoiceShare (Creator Platform), brands can create authentic content – authentic culture – authentic value.
D. Innovative Approach 4: Purpose-driven Marketing (In Development)
Marketing for people, for society, for true purpose.
As the fourth pillar of the TQMC Framework, Purpose-driven Marketing redefines the role of communication: Not only to drive sales but to create sustainable value for people and society.
This methodology focuses on:
- Measuring Brand Purpose Recognition – the extent to which communities perceive and resonate with the brand’s social impact;
- Linking brands with ESG, CSR, and Community Well-being values;
- Optimizing purpose-driven messaging to evoke emotions and build long-term trust.
Collaboration Invitation: Co-creating the Next Generation
YouNet defines TQMC not as a closed framework, but as an open foundation for collaboration. We are seeking strategic partners – Agencies who share the same vision and are ready to join us in transforming and leading the industry.
Currently, we are continuing to develop the Community Creative Methodology and Purpose-Driven Marketing Methodology, and we invite Marketing Agencies, Creative Houses, and Communication Leaders to collaborate with us in building new standards for Vietnam’s marketing landscape.
In addition, TQMC Lab is open to co-developing new methodologies in the fields of Creative and Advocacy with our partners.
We believe that the success of a framework like TQMC cannot be achieved by one side alone. It requires the collaboration of those who share the same ambition. Let’s join YouNet in leading a new era of Vietnamese marketing, where every campaign not only delivers real impact for brands but also creates meaningful value for society.
