Omnicom Launches Mass Personalization Platform

Marcoms network Omnicom has rolled out a people-based marketing and insights platform called Omni, which will analyze and produce personalized consumer experiences at scale across creative, media, CRM and other Omnicom practice areas.

Developed and hosted by the group's data and analytics business Annalect, in partnership with OPMG (Omnicom Precision Marketing Group), Omni delivers a single view of the consumer that can be dynamically tracked and shared across all marketing practices. All of the activities are continuously measured and optimized with attribution tied to client performance at every step of the consumer journey.

At the core of Omni is a people-based identity graph - a database of connected consumers built from data specialists including Neustar, LiveRamp and Experian, among several others. The identity graph links second-by-second consumer behavior to reveal how people connect, engage and transact with brands. Consumer behavior is then mapped to a media inventory graph that delivers a 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 deliver personalized messaging at scale.

Omnicom Media Group CEO Daryl Simm (pictured) comments: 'When we launched Annalect seven years ago, we dedicated ourselves to transforming the effects of data and analytics on media. Omni connects our talent around a single view of the consumer and inspires them to create the best integrated ideas that drive performance and success for our clients'.

Web site: www.omnicomgroup.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.