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

Grey 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.

The 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, 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.