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Omnicom Launches Marketing and Insights Platform to Track Consumers Across All Practices

AdWeek highlights the launch of Annalect’s Omni operating system and its unique capabilities.

Today, Omnicom Media Group unveiled a new “people-based precision marketing and insights platform” called Omni that’s designed to deliver a single view of the consumer, which can then be tracked and shared across the holding company’s various practices including creative, customer relationship management (CRM) and media.

According to an Omnicom statement, Omni will help the network of agencies work, collaborate and deliver value across generating insights, audience building, channel planning, creative development and message distribution. Omnicom said the platform will continuously measure and optimize all activities around client performance “at every step of the consumer journey.”

The platform was developed by Annalect, Omnicom’s data-driven strategy division that encompasses tech, analytics and consulting, in partnership with Omnicom Precision Marketing Group.

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