Fantix Launches First-Party Data Comparison Engine

In New York, a new business called Fantix has opened, promising marketers and business analysts the ability to link and compare their first-party data sets, to help understand what else their customers are buying, what their interests are, and other insights.

Fantix uses a proprietary method it calls 'data abstraction' to aggregate and anonymize data before it leaves a data owner's computer or server. When an organization joins, they use the Fantix app to create a data abstraction of their own CRM, which is sent to Fantix.

Users can connect with each other to compare abstractions, and when two users connect, Fantix calculates the areas of overlap between the abstractions, generating aggregated statistics and insights. According to the firm, users of the app are only charged when they gain insights and enrich their data, and spend a fraction of what comparable market research analyses typically cost.

As part of the launch, Fantix has named Publicis-owned data firm Epsilon a company partner, enabling small to medium-sized companies to match their first-party data to Epsilon foundational data assets. Antonio Tomarchio (pictured), co-founder of Fantix, who is also a co-founder of location intelligence specialist Cuebiq, comments: 'Currently there is no affordable privacy-preserving ecosystem for data linkage and enrichment that does not require you to share sensitive user-level data from your CRM. Fantix is changing that'.

Web site: www.fantix.ai .