Annalect, the data and analytics division of Omnicom Media Group, has partnered with global data collaboration platform InfoSum to create a neutral clean room solution for Asia Pacific clients with impending privacy-centric policies set to have profound impacts on marketing.
The objective of the is to future proof through enhanced measurement accuracy and unhindered access to customer insight and segment profiling capability.
This initiative centres on sustainable, effective, and privacy-safe data collaboration, overcoming challenges posed by fragmented data sources and breaking down data silos to gain a holistic view of clients’ consumers.
InfoSum capabilities will be integrated into Omni, Omnicom Media Group’s industry-leading marketing orchestration operating system, and will enable privacy-safe utilisation of data across the entire marketing workflow, from planning to activation and optimisation.
This partnership balances data privacy with data utility through distributed insights generation, i.e. relying on moving code and sharing the algorithm that extracts insights rather than moving or copying the data.
Annalect launched this initiative in Australia and, together with InfoSum, developed collaborative partnerships with the Australian loyalty programme FlyBuys and data provider Experian to form a rich and practical view of customers.
Audience profiling is crucial to this project as it enables brands to move from claimed data profiles to authentic consumer data. InfoSum’s platform, which acts as a neutral clean room, creates a statistical replica of the purchase, behavioural and location data provided. No vendor data is copied or moved onto InfoSum’s platform, thereby protecting consumers’ privacy and reducing operational risks. Each party controls its own data while still being able to collaborate.
InfoSum maximises match rates across data sources, resulting in the introduction of lookalike audiences and the identification of new opportunities for offline media buys through location data insights, among others. The proof of concepts conducted in Australia spanned industries such as FMCG, alcohol, telco, and automotive.
With these addressable audience segments, Omnicom Media Group’s clients can improve their communication strategies and unlock competitive advantage through practical applications, including adaptive creative messaging, channel selection, and data partnerships.
This initiative has laid the foundation for a complete evolution of audience profiling, planning, measuring, optimising, and activating through secure data collaboration. Annalect and InfoSum plan to expand this initiative across multiple brands and markets for a sustainable, long-term approach.
Schalk van der Sandt, COO of Annalect Australia, said the strategic move not only ensures data privacy but optimises data utility through distributed insights generation.
“This approach allows us to extract meaningful intelligence from diverse data sources, ensuring a comprehensive understanding of consumer behaviour while safeguarding individual privacy.”
Richard Knott, InfoSum GM, ANZ said InfoSum is looking forward to seeing Annalect use their technology with their clients to safely scale and leverage their consumer data through privacy-first, multi-party data collaboration.
“Pioneering organisations like Annalect are leading the industry in this transition, harnessing that concept and turning it into real-world, actionable benefits.”