The Digital Group – ActivePipe

The Digital Group has been recognised as an ABA100® Winner for Marketing Innovation in The Australian Business Awards 2017 for the research and development of ActivePipe. The Australian Business Award for Marketing Innovation [MKT] recognises products and services that provide innovative solutions for new and existing market needs in the fields of marketing and communications.

“ActivePipe’s unique culture and collaboration is what made these three awards possible.

“Gavan and I are so proud of our team’s success in the marketing innovation, software innovation and technology innovation categories. It is testament to their hard work and determination to improve our product week after week.

“We look forward to taking these achievements with us as we meet new markets in the US and UK.”

Ashley Farrugia, CEO, ActivePipe

The Digital Group (TDG) is a private company formed in 2009. Following lean and agile methodologies the business evolved and developed technical solutions in the areas of email marketing, eCommerce, affiliate and general digital marketing. In 2013, TDG acquired two successful web businesses in Digital Hive and Rocket Email, an email marketing platform for real estate.

The review and consolidation process that followed these acquisitions led the business to the conclusion that its expertise lay in the field of email marketing – more specifically, marketing automation. TDG had found its “niche”. The business invested in the development of ActivePipe, which since early 2015, has become the sole focus within TDG and all other business activities were progressively shut down.

ActivePipe is an email marketing and data discovery platform specifically tailored to the real estate industry. Proof Of Concept has been successful in the Australian and New Zealand markets and the product is now commercialised in these markets. ActivePipe is unique in its integration with all CRM systems used across the real estate industry in Australia, and also with multiple real estate portal data sources (e.g., Automated content population and email communications target specific database segments, setting ActivePipe apart from email delivery systems the real estate industry previously employed.

ActivePipe’s success as an enterprise level email marketing platform for the real estate sector has been achieved via the development of algorithms that pull updated demographic/behavioural information from subscribers’ (clients and contacts of a real estate business) interactions with ActivePipe, their communications with third party property portals and from their CRM profiles to continually update agent segmentation data for better and more targeted communications.

Further innovation is ActivePipe’s data analysis and aggregation algorithm, which responds to behaviour and triggers communications with automated content creation and reporting for a multi-tier user hierarchy.

Other novel features are algorithms to sort and translate all data from disparate sources into a common format. This allows Active Pipe to interface with data from all CRMs and provide a reporting engine which draws inferences from subscriber interactivity and then automatically alerts agents to a hot buyer or seller opportunity.

ActivePipe’s core data discovery & analysis algorithm is in continual development and refinement in response to analysis of aggregated user interaction / behaviour data and the real estate industry’s requirement for ever sharper insights to buyer and seller intentions. Open rates, conversion rates and user behaviour patterns are reviewed continually to optimise technology. This analysis is a dynamic process and the driver of an optimised user experience for both public end users and agents.

For more information on ActivePipe go to