Dentsu Aegis Network's Consider iProspect grabs two awards at Malaysia Technology Excellence Awards

The company created an AI-powered tool that visualises and predicts sales and 360° marketing information in real time.

Consider iProspect bagged two awards, taking home the AI Business Services Award and the Digital Advertising Award at the recently concluded Malaysia Technology Excellence Awards, presented by Singapore Business Review.

The inaugural awards event honours enterprises that take risks and lead the charge in developing groundbreaking projects, digital services, reimagined strategies, and technological initiatives. Winners were judged on the basis of uniqueness and innovation, effectiveness and impact, and dynamism.

Building the tool from scratch, Consider iProspect, the full-service digital marketing arm of Dentsu Aegis Network Malaysia, company created an AI-powered digital marketing intelligence tool, named ‘Pronto’, that visualises and predicts sales, business and 360° marketing information in real time. The company said that companies must navigate an increasingly diverse range of platforms and channels given the unprecedented exponential growth of the digital ecosystem.

“Marketing campaigns are increasingly sophisticated, weaving online and offline narratives and experiences borne from strategic CRM design-led approaches. It is paramount that resulting data threads are captured cleanly and analysed intelligently to ensure ad investment bears fruit,” said Siti Raflise, Chief Data Officer at Consider iProspect.

Recognising that every client presents a unique data capture blueprint, the company designed Pronto to flex organically to fit every user’s need.

We saw that other competitor business intelligence tools in the market offered limited customisation with pre-set data capture parameters. Pronto allows each chart to have its own set of filters and may have its own set of data sources. We utilise our core expertise in understanding digital data formats and how to merge offline marketing data in order to provide a full picture of end to end marketing activities to the CMO,” said Siti Raflise.

Amongst the list of Consider iProspect’s satisfied clients was a global pharmaceutical company who had a marketing plan and an omnichannel digital presence but didn’t have any method to link those efforts to sales, leaving strategic and budgeting decisions in silos.

The company said Pronto displays offline and online marketing data for this client, with 24 traditional and digital KPIs at a highly granular level, across nine data sources together with real-time lead generation outcomes.

The data sources and platforms used include Facebook, Digimind, Google Ads, Google Cloud, DoubleClick Bid Manager, SEO Monitor and programmatic platforms, giving the client complete visibility on the share of voice of their brands across various market segments.

This allowed the client to view and analyse the performance of each channel and adapt the appropriate strategy to optimise campaigns. Pronto also enabled the client to view the telesales conversion data at a granular level, providing an insight into cross-sales, conversion rates by channel and lead quality. By measuring the KPIs against the targets, Pronto facilitates the organisation's future marketing and lead conversion strategies.

In addition to specific business metrics, the digital marketing intelligence tool impacts business functions such as staff productivity, marketing budget allocation, marketing planning, sales planning and 360° strategic traditional and digital marketing execution.

Pronto was developed using open-source technology which means that it can adapt and evolve in response to advancements and business changes in areas like big data, AI, machine learning, digital transformation, social commerce and omnichannel.

Siti also said that the main reason for developing Pronto is because there was no other tool out there in the market that can display every single marketing KPI from every channel.

“Pronto is the one and only tool in the market in Asia that has this capability. Where it is also customisable to the client’s needs. Every company has multiple strategies for each product and multiple strategies for their sales and marketing channels. There is no one place where all these KPIs come together and that’s why Pronto is unique,” she added.

The Malaysia Technology Excellence Awards, presented by Singapore Business Review, was held on 3 December 2019 at Shangri-La Hotel, Kuala Lumpur.

This year's nominations were judged by a panel consisting of Alvin SH Gan, Executive Director, Partner, and Head of IT Enabled Transformation (ITeT) at KPMG Malaysia; Yoon Hoong Hoh, Partner, ASEAN Digital Assurance Leader, and Head of Diversified, Technology and Communications Group at Ernst & Young; Justin Ong, Partner and FSI Financial and Regulatory Risk Leader at Deloitte Asia Pacific; Hari Iyerm, Executive Director of Advisory at BDO Kuala Lumpur.

If you would like to join the 2020 awards and be acclaimed for your company’s exceptional technology innovations, please email [email protected]