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Omnicom gives huge push to data-driven marketing with Omni

13-July-2018
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Omnicom gives huge push to data-driven marketing with Omni

Global marketing and corporate communications company Omnicom Group, Inc. (NYSE: OMC), has rolled-out Omni, its people-based precision marketing and insights platform, designed to identify and define personalized consumer experiences at scale across creative, media, CRM as well as other Omnicom practice areas. 


“When we launched Annalect seven years ago, we dedicated ourselves to transforming the effects of data and analytics on media. With Omni, we’re extending everything we’ve learned to transform the entire marketing process,” said Omnicom Media Group CEO, Daryl Simm. 

Omni delivers a single view of the consumer that can be tracked and shared across all marketing practices, transforming the way Omnicom teams work, to collaborate and deliver value, from insights generation to audience building, channel planning, creative development and message distribution. All of the activities are continuously measured and optimized with attribution tied to client performance at every step of the consumer journey. 

“Omni connects our talent around a single view of the consumer and inspires them to create the best integrated ideas that drive success for our clients," added Simm.

At the core of Omni is the industry’s robust people-based identity graph - a database of connected consumers built from multiple identity authorities including Neustar, LiveRamp, Experian and several others. The identity graph links second-by-second consumer behaviors to reveal how people connect, engage and transact with brands, joining data sets using a methodology that respects regional regulatory and privacy practices.

Consumer behaviors are mapped to an equally comprehensive media inventory graph that delivers a precise view of the quality, value and availability of inventory in the marketplace. This connected plan is activated through a work flow and content engine that enables Omnicom agency teams to efficiently deliver personalized messaging at scale.

Omnicom Digital CEO, Jonathan Nelson added, “Until now, the idea of mass personalization was more of an aspiration than a reality. Omni changes that. This is precision marketing at scale and in action. And the new platform can be leveraged by all Omnicom clients across multiple disciplines.”

Tony Harradine, CEO of Omnicom Media Group Asia Pacific, added, “'In keeping with our vision at OMG, Omni’s launch represents another significant step towards our ambition to create best-in-class data infrastructure and capability for our agency brands. We are hugely excited by this global innovation and are already realising its incredible impact for our agency brands and clients.”

Developed and hosted by Annalect, in partnership with OPMG (Omnicom Precision Marketing Group), Omni continues the group’s strategy of neutrality with no ownership interest in data or tech partners. This ensures the agility and flexibility to continuously source the right vendors and application partners in an ever-changing data and technology ecosystem. Additionally, Omni is designed to integrate with marketing cloud providers, allowing clients to get the most from their first-party data and mar-tech investments.

The broad roll-out of Omni comes after several months of implementing the platform on select creative, media and CRM business engagements. Deployment of Omni will continue across Omnicom’s leading agencies in the coming months.

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