Centro launches Basis Assistant’s web browser extension
Centro, the Adtech solution provider, yesterday introduced a new web browser extension for media professionals to log and track campaign optimizations made within walled gardens Basis Assistant helps marketers and media planners to document how they are adjusting campaign tactics in-flight across all their campaigns. Optimization logs are vital for synchronizing teams, especially those working remotely. Campaign adjustments have typically been tracked in spreadsheets and disconnected logs to show what and when changes are made, and how they impact results.
Centro’s Basis Assistant is compatible with Google, Facebook, Twitter Microsoft, LinkedIn and all web-based advertising tools. It allows agencies and marketers to consolidate digital operations across programmatic, direct, search, and social campaigns, enabling faster collaboration across teams.
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Key features included with the Basis assistant include:
- Media automation to help users complete tasks and take notes for campaigns activated natively in Basis and other third-party platforms.
- Accurate, real-time communication and documentation of information to keep notes organized and accessible to all teammates sorted by campaign. It eliminates the need for spreadsheets or multiple standalone documents to keep data consistent.
- Lift in KPIs and results through tracking changes that improve campaign performance. Ability to share knowledge easily with teammates and highlight campaign-end reporting effectively.
“Remote work magnifies the importance of clear, detailed, and accessible written communication. Even our most ardent users work outside of Basis, so we’ve bridged the advertising ecosystem by consolidating data from the most popular platforms,†said Shawn Riegsecker, CEO of Centro. “Basis Assistant surpasses the capabilities of traditional optimization logs. It is a one-of-a-kind system that helps organizations grow their business by bringing whole teams on the same page and facilitating knowledge share and recollection.â€
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At the core of Centro Basis is an omnichannel demand-side platform (DSP) integrated with workflow automation, analytics, business intelligence (BI), and financial reconciliation tools. Basis Assistant operates as a browser app for users. It then ties notes back to Basis, arranged by corresponding campaign thread.
Why the Future of Marketing Is Collaborative?
Centro’s Basis comes at an interesting time for marketers. Multiple channels, endless spreadsheets, and people working from home. There is no better time for the marketing function to become better at sharing information, asking the right questions, looking at the right data, and using the right systems.
While the marketing operations function would typically look into data, systems, and analytics, now, with remote work being the new normal, marketers need to get better at working together.
Over the past few years, we’ve seen platforms like Kapost, NewsCred, Curata, and Percolate offer a few collaboration tools. Jira, the mainstay for product teams, has also begun targeting non-engineering business functions.
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In acknowledging the importance of collaboration within marketing and the technology that supports it, marketers can now do more with less. Particularly maximize Martech investments.
Tools like Centro’s Basis ensure that information about campaigns are transferred and catalogued within the system to enable marketers to get a holistic view of the changes made. Such solutions help teams improve efficiency while keeping a track of time for projects.
It wouldn’t be very surprising to see other Martech and content platforms come up with similar solutions over the next few months as the demand for collaborative marketing solutions is only set to increase.