In Dubai, Omnicom's data, technology and analytics division Annalect has partnered with web site tag management specialist Ensighten, to bring first-party data insights to MENA region advertisers, and help improve the efficiency and ROI of their brand campaigns.
Ensighten's Open Marketing Platform enables brands to collect, own and act on data from 'everywhere' - on-site, off-site, mobile and off-line - to allow multi-device and multi-channel targeting. The exclusive partnership will integrate this platform with Annalect's data management platform, to enable clients in the MENA region to collect, analyse, mine, and extrapolate user interaction data.
Omnicom Media Group MENA's CEO Elie Khouri (pictured) comments: 'What was until now a disparate array of ad tech solutions will now work synergistically as one with Ensighten. Marketers will now operate with a much richer set of data and analytics, resulting in better insights from which to tailor consumer experiences and optimize budget allocation and marketing mix decisions'.
Web sites: www.annalect.com and www.ensighten.com .