Electric Guitar Regulatory News (ELEG)

07 October 2024

Electric Guitar PLC

("Electric Guitar" or the "Company")

Strategic Integration of 3radical's Global Data Store with Marcomms.ai

Electric Guitar PLC (LSE: ELEG), the digital marketing and advertising company providing first-party data solutions, is pleased to announce a significant advancement in its AI-driven strategy through the integration of 3radical Limited's ("3radical") Global Data Store (GDS) with Marcomms.ai, a UK joint venture ("JV") between Electic Guitar and Exelia Technologies, a software developer specialising in blockchain, machine learning, data processing and AI.

Following the formation of the JV earlier this year (as announced on 31 July 2024), Marcomms.ai has created its first product, Engagement Intelligence (EI). EI uses over one billion data points stored in 3radical's GDS to provide detailed information on how consumers engage with digital marketing. This strategic integration marks a crucial step in developing AI-based products that transform how businesses connect with their audiences.

Key Highlights include:

• Foundational Integration: The integration of the GDS into Marcomms.ai's EI platform significantly enhances the aggregation, processing, and analysis of vast volumes of first-party data. This integration is pivotal to Electric Guitar's strategy of developing market-leading, AI-powered marketing solutions that adhere to the Company's commitment to data privacy and personalised consumer engagement.

• Enhanced Decision-Making Insights: EI's dashboard offers deep insights into user engagement, campaign effectiveness, and customer journeys, combined with contextual data, empowering clients to make more precise, data-driven decisions, enabling them to optimise their marketing strategies in real time.

• New revenue streams and Intellectual Property: This valuable intellectual property will enable marketers to better understand how to maximise marketing ROI and is therefore expected to bring new clients and revenue streams to 3radical and Marcomms.ai.

• Pioneering AI Product Development: This integration serves as a critical first step towards the development of a suite of AI-driven products designed to harness the power of first-party data. It helps position Electric Guitar as an AI innovator in the marketing and advertising industry, laying the groundwork for future advancements in real-time personalisation, predictive analytics, and automated content delivery.

• Scalability and Flexibility: The robust data infrastructure enabled by the GDS integration ensures that Marcomms.ai can scale its offerings and adapt to the changing demands of the market, reinforcing Electric Guitar's leadership in providing first-party data solutions in a post-cookie landscape.

John Regan, CEO of Electric Guitar PLC, commented: "The integration of the Global Data Store with Marcomms.ai is a significant milestone in our journey to innovate and develop AI-powered products, all whilst maintaining our commitment to creating solutions that prioritise control, transparency and privacy in data usage.

"This foundational step is central to our mission of equipping businesses with the tools necessary to foster meaningful, people-first relationships with their audiences through data-driven insights and personalised marketing strategies."

For further information:

Notes to Editors

Electric Guitar PLC (AIM: ELEG) is the provider of first-party data solutions for the marketing and advertising industry, empowering businesses to realise the value of their first-party data. In an era of changing consumer attitudes towards the use of their data, tighter privacy legislation, and the demise of third-party cookies, first-party data is now the key to success in digital marketing. Electric Guitar's strategy is to acquire and scale businesses that help marketers maximise the value of first-party data by curating, managing, and deploying it, and in doing so making Electric Guitar the industry standard for first-party data solutions. As the first part of this strategy, Electric Guitar acquired 3radical Limited, a company that utilises its Software as a Service platform, 3radical Voco, to enable organisations to engage individuals and request their data directly using interactive digital experiences. It has since entered into collaborations with several other businesses operating in the field, as well as a joint venture with Exelia Technologies Limited called Marcomms.ai for producing AI-driven products and services for the digital marketing and advertising industry.

For further information please visit www.electricguitarplc.com.