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