Grey Digital Kuala Lumpur launches first-of-its-kind Real-Time Marketing Command Center

REALM.jpgGrey Digital has rolled out a Real Time Marketing Command Center (REALM) that correlates real time insights from social media conversations, online media performance and conversion results. This then guides content and campaign optimization to improve results in real time. A proprietary tool to correlate instantaneous analysis from multiple data sources is used to achieve this. Grey Digital has already signed up premium clients such as Resorts World Genting and Maybank Malaysia onto this platform.
nirviksingh.jpgThe command centre sits in the Grey Group office where resources can respond immediately. When a trend or event is picked up, the team is able to tap into a pre-approved set of alternative assets and can optimize this for the clients' social and online audience. Social reaction is managed via a tool called Digital Channel Management System (DCMS), a proprietary innovation by Grey Group Asia Pacific. This tool manages conversations across all social channels.

"With real-time marketing, brands can have constant engagement with step by step insights along the whole optimisation journey. Brands will be able to react when there is a trend or event which either creates an opportunity for engagement, or needs management to prevent a negative impact," says Nirvik Singh, Chairman & CEO of Grey Group Asia Pacific (pictured).

Benjamin Tan .jpgBenjamin Tan, CEO of Grey Digital Southeast Asia (pictured left), says, "With this capability, clients will no longer have to rely on insights based on a single end-user report. Instead clients can tap into this managed service and achieve real-time advantage."

Grey Group plans to roll out the capability across all its key markets.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.