By Ryan Joe
A change is on the horizon for Annalect, Omnicom’s analytics and marketing technology arm. Omnicom agencies – both its media traders and its creative firms – use Annalect when they need data-driven expertise for their clients’ campaigns.
As such, Annalect has a wealth of data scientists and technologists, 250 relationships with third-party data sources and a host of technologies including the Neustar-Aggregate Knowledge DMP. Annalect also houses the trading desk Accuen as well as search and social agency Resolution Media.
But the data world is transforming, and Annalect – in order to transform with it – is in the midst of integrating its disparate tools so it can adapt to changing client needs at scale.
“We’re going more toward a platform solution,” said Annalect’s new CTO, Charles Butler, who started in late September.