CtrlShift launches a new data-driven solution suite


(marketingmagazine.com.my) – CtrlShift, an audience-focused marketing solutions company, has launched its global suite of managed end-to-end solutions, r3.


Short for relevance, response, results, R3 uses data, technology and human expertise to deliver smarter and more targeted digital campaigns for brands across multiple channels.

The integrated solution suite ensures high-impact campaigns are delivered with effective reach, through a dynamic process of enriching audience segments throughout the campaign, on a continuous cycle. It also offers brands a single view across all digital channels, allowing marketers to easily oversee, assess and manage different elements of their digital campaigns.

Deepika Nikhilender, CEO of CtrlShift, shared, “Too many marketers think that programmatic is simply about cutting costs, but it has now evolved to be more data-driven and technologically advanced. r3 marries this evolution of programmatic and in-depth audience data, so that marketers are able to strategise, implement and measure digital campaigns that drive business goals.”

In its news release on its latest product, CtrlShift shared that R3 was a departure from the conventional linear approach of simply setting parameters at the start of a campaign and delivering the outcomes. The solution uses a cycle approach providing higher precision across the different facets of the campaign – channels, audiences and budget allocations.

Artificial intelligence (AI) is used to analyse campaign data and learning from the past seven years, like a ‘feedback’ system, to recommend improvements to campaign strategies. These recommendations are generated throughout the campaign, allowing continuous adjustments.
Traditionally, different agencies or teams are responsible for different campaign components across multiple channels – social media, search, online display, mobile and in-app. This often results in isolated planning, as well as fragmented measurement and reporting.

CtrlShift addresses this problem by using its proprietary software that unifies data from different channels, presenting a common basis for comparison. This allows brands to have a single view, and fairly measure engagement statistics and audience activity across multiple channels.
Insights generated by r3 are also beyond basic impressions of ‘clicks’ and ‘views’. They include gender, browsing behaviour, intent and affinities. The reports comprehensively measure the performance and effectiveness of each digital campaign, empowering marketers to strategise the next steps for their campaigns.

Silvia Siow, Regional Lead, Strategic Planning at CtrlShift, added, “By harnessing the AIcapabilities of our proprietary trading platform, r3 is able to offer insights that raise the industry standard in campaign management and reporting. This ensures a more precise and optimal campaign that marketers need to be accountable for.”

“When implementing a digital campaign, marketers often need to navigate a complex network of channels and specialised technology solutions such as data providers, data management platforms, demand-side platforms, exchanges, creative delivery systems as well as analytics and verification tools, while being mindful of their brands’ digital safety and security. r3 integrates all the necessary technology and human expertise into a single solution that is free from such confusion, empowering marketers to roll out impactful campaigns,” she added.

Asia-Pacific (APAC) currently accounts for 22% of global programmatic spend (Programmatic 2016), making it the second largest programmatic region; this is expected to leap to 49% by 2020.


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