Australia – UM Australia has partnered with MMM provider Mutinex to launch a first-of-its-kind real-time media data integration in Australia.
This initiative automates the data sharing between UM’s systems and Mutinex’s GrowthOS platform, offering significant time savings and improved data accuracy for UM’s clients, starting with foundation client Optus.
Adam Krass, chief digital, data, and tech officer at UM, said, “As we move towards a future dominated by data-driven strategies, this collaboration underscores UM’s commitment to innovation, privacy, and security. The seamless and secure data transfer process aligns with the highest standards of data protection, ensuring client information is handled in compliance with government regulation and leading encryption solutions.”
The media data integration is set to greatly benefit UM’s foundational client Optus by facilitating faster and more precise data-driven decision-making. Automating data transfer enhances efficiency, allowing UM’s team to focus on creativity and strategic growth. Real-time updates improve data accuracy for Optus’ MMM, ensuring better channel optimisation and more frequent tactical reviews. The integration also accelerates decision-making with immediate access to updated data and adheres to strict security standards to protect Optus’ information.
Mutinex and UM’s integration will be extended to other shared clients, with the partnership committed to delivering exceptional value and enhanced marketing and business outcomes.
Commenting on the integration, Mat Baxter, CEO for APAC at Mutinex, shared, “UM and Optus deserve congratulations for pioneering the way media data is supplied for MMM. Let’s be frank: the more fluid the data supply, the more valuable the insight. It’s as simple as that.”
Meanwhile, Cam Luby, head of consumer marketing at Optus, said, “This collaboration marks a significant leap forward in how we leverage data to drive growth and innovation at Optus. By automating the flow of data between UM and Optus technology, we are not just improving our decision-making speed but also elevating the precision and impact of our marketing strategy.”
