LONDON: Electric Guitar PLC (LSE: ELEG), the digital marketing and advertising company providing first-party data solutions, announced that 3radical Limited, its primary operating subsidiary, has agreed a strategic collaboration with Digital Alchemy to help drive client acquisition and engagement.

3radical, a leader in gamification and audience engagement solutions, and Digital Alchemy, a global marketing automation consultancy based in Asia-Pacific and North America, will collaborate to deliver comprehensive and personalised engaging marketing solutions.

\This partnership will further strengthen 3radical’s existing presence in Asia-Pacific and enhance its relationships with its client base, as well as attract and retain new clients by leveraging Digital Alchemy’s expertise in marketing automation and its robust technological partnerships with Salesforce, Adobe, SAS, Braze and HCL.

By pairing 3radical’s Software as a Service platform, 3radical Voco (“Voco”), with Digital Alchemy’s ability to implement and support hyper-personalisation strategies at scale, clients will be able to increase engagement and generate valuable first-party data. This integration allows data generated by 3radical to help inform Digital Alchemy’s AI powered decisioning engine to deliver the right promotion or content to customers.

This will embed 3radical more deeply into its clients’ strategies, providing data-driven solutions to enhance customer engagement, satisfaction and retention. By leveraging real-time data and interactive gamification techniques, clients can build stronger relationships with their audiences and achieve higher marketing returns on investment.

John Regan, CEO of Electric Guitar, commented: “We are thrilled to be collaborating with Digital Alchemy. Its expertise in marketing automation, combined with its strategic partnerships, particularly in Asia-Pacific, enables us to offer even more powerful and engaging solutions to our clients.

“This collaboration marks an important step in our mission to build a global technology business focused on first-party data.”

Chris Tew, Country Manager for Digital Alchemy, commented: “Delivering gamified marketing campaigns that can be highly personalised, based on the customer journey and also specific customer attributes, creates a meaningful improvement in customer engagement and a realistic method of gathering additional first-party data. This fits in perfectly with Digital Alchemy’s approach to delivering value to its clients.”

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