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Data - the mummy of baby fairs

Mummys Market has about 80% of Singapore's pregnant mothers' data and over 75% of the market share in the baby fair sector.

William Chin, founder of Mummys Market. The company is an organiser of exhibitions and fairs for mothers, and uses e-commerce and data analytics to drive growth.

PICTURE this. A crowd of women aged 25 to 45 filling a large exhibition hall together with their partners, walking along aisles packed with vendors selling products for their little ones. Everywhere they go, they buy.

Baby and child fairs hold a treasure trove of data, and William Chin...

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