Singapore – Omnicom Media Group’s data and analytics subsidiary, Annalect, has teamed with InfoSum, a worldwide data collaboration platform, to build a neutral clean room solution suited for clients in the Asia Pacific area.
The project tackles issues related to dispersed data sources by emphasising data collaboration that is efficient, sustainable, and privacy-conscious. It seeks to get a thorough understanding of companies’ customers and break down data silos.
Annalect in Australia spearheaded the initiative, and in partnership with InfoSum, formed cooperative alliances with the Australian reward program FlyBuys and data provider Experian. This collaboration sought to develop a complete and practical understanding of customers. Audience profiling is critical in this endeavour because it allows marketers to migrate from asserted data profiles to true customer data.
The incorporation of InfoSum functionalities into Omni, Omnicom Media Group’s industry marketing orchestration operating system, permits the secure use of data across the whole marketing workflow, from planning to activation and optimization.
It is expected that privacy-focused measures, such as the elimination of third-party cookies, will have a major impact on data-driven marketing. This innovative industry step aims to improve measurement accuracy and ensure access to consumer information and segment profiling capabilities to prepare itself for the future.
By combining dispersed insights creation with data privacy and data utility, it goes beyond the conventional use of clean rooms. Instead of moving or replicating the data, this entails relying on mobile code and sharing the algorithm that extracts insights.
The InfoSum platform acts as a neutral clean room and creates a statistical duplicate of the given location, behavioural, and purchase data. By ensuring that no vendor data is copied or imported onto InfoSum’s platform, this procedure protects customer privacy and lowers operational risks. All parties involved can work together while still having control over their data.
By maximising match rates across many data sources, InfoSum, among other things, creates lookalike audiences and finds new prospects for offline advertising purchases based on location-based insights.
In Australia, proof of concepts were conducted in a variety of industries, including FMCG, alcohol, telco, and automotive. The concept will be expanded to additional markets in Asia Pacific.
Through the use of these addressable audience segments, Omnicom Media Group clients may improve their communication strategies and applications like data partnerships, channel selection, and adaptive creative messaging.
Speaking about the partnership, Paul Shepherd, president of Annalect, Omnicom Media Group Asia Pacific, said, “This is an important move to ensure data privacy and optimise data utility through the innovative concept of distributed insights generation. This approach offers deeper and meaningful insights into existing and prospective customers from diverse data sources, allowing a holistic understanding of consumer behaviour while safeguarding individual privacy.”
Meanwhile, Richard Knott, InfoSum GM, ANZ, expressed, “We’re excited to see the innovative and compelling use of our technology by Annalect to enrich their clients’ marketing strategies. InfoSum enables organisations to safely scale and leverage their consumer data through privacy-first, multi-party data collaboration. Pioneering organisations like Annalect are leading the industry in this transition, harnessing that concept and turning it into real-world, actionable benefits.”
