Remember how a majority of marketers had predicted the death of cookies-based marketing by the end of this year? It’s happening, with over 65% smartphones not accepting cookies, and a near-general sentiment of resentment against the intrusive little things. Every second Digital marketing pundit has been going on about people-based campaigns because they target real people by using registered user data – across the multiple devices they might be connected to. In fact, this makes individuals reachable by marketers on all their channels and track sales. Offline too.
Which brings me to the point of this story. It’s about a people-based ‘precision marketing and insights platform’, designed to identify and define personalized consumer experiences at scale across creative, media, CRM and other practice areas. It’s called Omni, and was launched today by global marketing and corporate communications company Omnicom Group.
Omni will deliver a first-of-its kind, single view of the consumer that can be dynamically tracked and shared across all marketing practices, and will help teams collaborate to deliver greater value – from insights generation to audience building, channel planning, creative development and message distribution. All of the activities will be continuously measured and optimized with attribution tied to client performance at every step of the consumer journey.
At the core of Omni is ‘the industry’s most’ robust people-based identity graph – a database of connected consumers built from all significant identity authorities including Neustar, LiveRamp and Experian among several others.
The identity graph links second-by-second consumer behaviors to reveal how people connect, engage and transact with brands; joining data sets using a methodology that respects regional regulatory and privacy practices.
Consumer behaviours mapped with media inventory graph
Consumer behaviors are mapped to an equally comprehensive media inventory graph that delivers a precise 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 efficiently deliver personalized messaging at scale.
Omnicom Media Group CEO Daryl Simm. “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.”
“When we launched Annalect seven years ago, we dedicated ourselves to transforming the effects of data and analytics on media. With Omni, we’re extending everything we’ve learned to transform the entire marketing process”.”
Omnicom Digital CEO Jonathan Nelson added, “Until now, the idea of mass personalization was more of an aspiration than a reality. Omni changes that. This is precision marketing at scale and in action. And the new platform can be leveraged by all Omnicom clients across multiple disciplines.”
Omni continues group strategy of neutrality
Developed and hosted by Annalect, in partnership with OPMG (Omnicom Precision Marketing Group), Omni continues the group’s strategy of neutrality with no ownership interest in data or tech partners.
This ensures the agility and flexibility to continuously source the right vendors and application partners in an ever-changing data and technology ecosystem. Additionally, Omni is designed to integrate with marketing cloud providers, allowing clients to get the most from their first-party data and mar-tech investments.
The broad roll-out of Omni comes after several months of implementing the platform on select creative, media and CRM business engagements, as well as other Omnicom Practice Areas. Deployment of Omni will continue across Omnicom’s leading agencies in the coming months.