Omnicom Group (OMC) has launched ‘Omni’, its people-based precision marketing and insights platform. The platform designed to identify and define personalised consumer experiences at scale across creative, media, CRM as well as other Omnicom practice areas.
According to the press statement, Omni is a people-based identity graph that links second-by-second consumer behaviors to reveal how people connect, engage and transact with brands. It joins data sets using a methodology that respects regional regulatory and privacy practices.
According to the release, it also “transforms” the way Omnicom teams work, collaborate and deliver value, from insights generation to audience building, channel planning, creative development and message distribution. According to a press statement, Omnicom said all of the activities are continuously measured and optimised with attribution tied to client performance at every step of the consumer journey.
Developed and hosted by Annalect, in partnership with OPMG (Omnicom Precision Marketing Group), Omni follows the group’s strategy of neutrality with no ownership interest in data or tech partners. 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.
“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. 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,” Omnicom Media Group CEO Daryl Simm said.
Omnicom digital CEO Jonathan Nelson added, “Until now, the idea of mass personalisation 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.”