Annalect, Omnicom Media Group company’s data and analytics division, has announced its partnership with Meta that will allow Annalect to utilise Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide OMG’s clients with first-party data.
OMG will be the first holding company to have access to AA, and this partnership will allow advertisers to combine their first-party data with Meta’s ads data and give analysts the flexibility to leverage bespoke insights to fine-tune their clients’ campaigns.
The result of this will be more actionable insights from closed-loop measurement systems, allowing advertisers to extract data such as audience overlap between brand and direct response campaigns.
Annalect noted that it has drawn on this flexibility and actionability to build custom attribution models that contain similar parameters as typical attribution models (e.g., look back window and credit distribution rules). The attribution models are fully integrated and delivered via Omni — the end-to-end marketing operating system that supports all Omnicom agencies — ensuring connectivity from measurement to planning and activation.
Omnicom has onboarded 14 clients across Australia so far, including a range of leading global FMCG brands.
In a trial for closed-loop measurement capability, one global brand saw attributed conversions increase by four times across more than 15 touchpoints.
Schalk van der Sandt, Annalect Australia’s COO, said the partnership enables “next-level visibility in a privacy-safe manner.”
“This collaboration enables Omnicom Media Group’s clients to more effectively distil data into insights and action, giving them — and our agencies — a significant edge over their competitors in today’s challenging marketplace.”
Carl McLean, head of marketing science at Meta ANZ, said: “This offering will unlock new ways for the OMG network to understand the levers that truly drive performance and demonstrate where Meta can help to drive growth that lasts for our clients and partners,”
Following the Australia launch, Annalect and Meta expect to expand the collaboration to other markets across the Asia Pacific region.
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