Tag: Annalect

Singapore – Annalect, Omnicom Media Group’s data and analytics department, collaborated with Meta to implement their advanced analytics (AA) technology. This privacy-focused solution will provide Omnicom Media Group clients with next-generation measuring tools, enabling future-proof insights and maximising campaign efficacy. 

Advertisers are empowered by Meta’s Advanced Analytics (AA) to discover significant synergies. With the help of AA, advertisers’ first-party data and Meta’s own ad insights can be integrated, giving analysts a level of flexibility. By combining the data, insights are produced that allow advertising strategies to be adjusted for results. 

Fully integrated attribution models are given through Omni, Omnicom’s end-to-end marketing operating system used by all its agencies. This improves the marketing process by providing connectivity from measurement to planning and action.

Activation teams can optimise campaigns using real-time external data because of the actionable insights obtained from these models. Scalability is made by secure server-to-server connectivity. With the help of Annalect’s clean room technology, which directly benefits their clientele.

Speaking about the partnership, Paul Shepherd, president of Annalect, Omnicom Media Group Asia Pacific, said, “By enabling next-level visibility in a privacy-safe manner, this collaboration allows our clients to connect data more effectively. It gives them — and our agencies — a significant edge over their competitors in today’s future facing environment.” 

Meanwhile, Carl McLean, head of marketing Science, Meta ANZ, stated, “It’s great to see measurement capabilities that create value for advertisers, whilst also being built with privacy at the forefront. This offering will unlock new ways for the OMG network to understand the levers that truly drive performance and demonstrate where Meta can help to drive growth that lasts for our clients and partners.” 

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.”

Singapore – Annalect, the data and analytics division of Omnicom Media Group, has announced three key APAC appointments, namely Ravikumar Shankar as chief data solutions officer, Nina Fedorczuk as chief enablement officer, and Kothandaram Venkatakrishnan as chief client officer.

Shankar was previously Annalect’s data and technology lead for APAC and has led the network’s data innovation capabilities by combining deep industry knowledge with cutting-edge marketing technology solutions. In his new role, Shankar will continue to play a vital role in shaping clients’ and agencies’ data and marketing technology vision in a continuously evolving privacy landscape.

Meanwhile, Fedorczuk has been a part of the OMG network for 15 years. Throughout her career with OMG, Nina has led the innovation enablement team across EMEA and APAC and played a key role in developing and fortifying OMG Insights and Innovation community in APAC. In the new role, she will be steering the operations and adoption of Omni, the group’s proprietary marketing operating system, to empower teams across the agency network to build first-class marketing solutions for clients.

Lastly, Venkatakrishnan brings nearly two decades of multinational experience in his new role, and was recently the managing director at Annalect in New York, responsible for transforming data and analytics operations for Nissan. Prior to joining OMG, he held global data and analytics leadership roles in Wunderman Thompson across the US and UK.

All three appointees will report directly to Paul Shepherd, chief investment officer and president of Annalect at OMG APAC.

Shepherd said, “As we help our clients navigate a challenging business landscape, data and analytics will be a key differentiator in driving growth, value and transformation for organisations across all industries. The appointments of Ravi, Nina and Kothand underscore our commitment to help our clients leverage data and analytics to make more informed and customer-centric business decisions. The trio’s extensive experiences, skillsets and comprehension of the field is an indispensable advantage for the agency, which translates to invaluable benefits for our clients.”

Kuala Lumpur, Malaysia – Annalect, the data technology, and analytics division of Omnicom Media Group (OMG) has promoted Daler Kendzhaev as the head of Annalect Malaysia, following the network’s commitment to bolstering its data and technological capabilities to deliver effective, efficient, and differentiated marketing solutions for its clients

Through his new role, Kendzhaev will be responsible for Annalect’s growth in the market as well as building the division’s new capabilities in Malaysia by overseeing the increased adoption of Omni, OMG’s people-based marketing and insights platform, across OMG Malaysia and its agency brands. He will also spearhead advanced tech initiatives and build on global and regional partnerships while unlocking new local opportunities.

Prior to his new position, he joined media buying company PHD in Malaysia as business director, where he manages portfolios of local, regional, and global brands including HSBC, Volkswagen, LG, Warner Bros and Singapore Airlines. 

“I am truly excited for the opportunity to lead Annalect and to support both PHD and OMD in driving our client’s businesses via advanced data, analytics and tech solutions. With current complexity and changes in the digital media ecosystem, now, more than ever, brands in Malaysia are looking for digital transformation and consultation, and I am thrilled to be part of this journey in helping brands with their digital acceleration,” Kendzhaev said, regarding his appointment.

He will report to Eileen Ooi, chief operating officer at OMG Malaysia.

“Daler has played a critical role in building PHD’s data and technology ambition as well as elevating our clients’ digital maturity. “I am excited to have Daler lead OMG’s Annalect division in Malaysia as we continue providing holistic data-driven solutions for our clients’ marketing needs,” Ooi stated.