Annalect and Affinity Sign Buyer Data Integration Deal

In New York, Omnicom's data and analytics division Annalect has signed a multi-year agreement with consumer spending data provider Affinity Solutions, to integrate retailer purchase transactions into the group's people-based marketing and insights platform, Omni.

Affinity Solutions offers access to real-time purchase behavior data built on a database of more than seven billion credit and debit card transactions annually. The deal expands Omni's model for developing purchase insights from 'propensity to buy' to actual purchases made at specific retailers.

Omnicom will now be able to integrate Affinity's purchase-based media scoring with cross-channel media inventory, captured within Omni's Inventory Graph. This combination will enable advertisers to evaluate and optimize their marketing investment based on actual buyers and their level of spend across retailers, restaurants, communication providers and streaming platforms, as well as travel and hospitality companies.

Global CEO Slavi Samardzija (pictured) comments: 'Connecting Affinity's purchase graph to Omni's proprietary consumer database of more than 250 million individuals and thousands of data points will allow us to develop enhanced commerce consumer journeys, as well as build more effective target audiences. As a result, our clients will be able to deliver more predictive and personalized communications to their customers'.

Web sites: www.omnicomgroup.com , www.annalect.com and www.affinitysolutions.com .