Omnicom Media Group will tie together online services and build out physical data hubs with support from Salesforce and its marketing cloud technology.
Annalect, Omnicom's analytics division, will aid the effort in Chicago, New York, San Francisco, London and Singapore to support clients served by OMD Worldwide, Resolution Media and other business units.
The move aims to help the agencies mine social data, integrate social media insights with CRM data, identify micro targets or small trends, tap into engaging campaigns that use a combination of content and creative advertising, and better understand how the campaigns influence consumers.
Scott Hagedorn, CEO, Annalect, an Omnicom Media Group company, said the move will create a new type of advertising platform supporting services from planning to analytics, as well as the ability to trade media as stocks. It will also give the agency a new physical infrastructure he calls "physical data centers and social cloud rooms." They will make clients feel "immersed in mission control centers" that demonstrate how the agency activates campaigns and combines transactional data.
Every millisecond, the agency bids on 1 billion opportunities to serve ads, Hagedorn said.
The agency will reorganize resources to create a new practice unit. The restructure and integration should take about 45 days to complete, he noted. Fortunately, most of the Omnicom companies use Salesforce technology, such as Buddy Media, and Radian6.
Protecting that aggregate, anonymous data requires combining device ID or cookie data associated with a specific market segment. It then brings together client first-party data with Annalect's.Gordon Evans, vice president of product marketing at Salesforce, said the deal also gives Omnicom companies access to technology that identifies sentiment and emotion.