Customer experience agency Track and analytics agency Annalect have announced a partnership to deliver new services they say will change the nature of the experiences Kiwi marketers can provide customers.
Their co-developed offering is a new suite of services coupling access and analysis of data with the ability to meaningfully deploy that data in new ways to enable individualised experiences.
“We know today’s connected customer demands seamless experiences. And that those experiences are increasingly enabled by data and technology,” says Andy Bell, Track’s head of strategy.
He says the challenge is that most agencies are still operating in a model that treats Ad-tech and data from paid media channels as distinct from owned Mar-tech and the data generated in owned channels.
"That separation no longer makes sense,” he says.
According to Jane Stanley, Annalect's managing director, the partnership will deliver market-leading capability in three areas.
“We now have the ability to access, aggregate and analyse much richer first-, second- and third-party datasets that combine consolidated profile information with behavioural and transactional data.”
She says that ability will allow it to produce much deeper insights to enhance targeting, channel selection and creative outputs, which in turn leads to more effective work.
Stanley adds the partnership will also enable what she calls “individual addressability at scale”, a move away from much of the current activity in digital media the sees a singular message sent to a mass audience.
Now, businesses will be able to take advantage of the opportunities afforded by identity data sets, real-time decision and dynamic creative across paid and owned channels, to deliver personalised experiences.
It’s hoped the offering will prove attractive to clients as they are not fully capitalising on the technology and data they already have access to.
The final area Stanley and Bell are focusing on is using data and technology to enable great experiences.
“Responsible use of data has to be about more than just security and permissions,” says Bell. “It needs to extend to putting the data we have in service to customers to make their lives easier and improve the experiences they have with our brands.”
“We believe there is a massive untapped opportunity in this space, one that the industry is not thinking ambitiously enough about. That’s a situation this partnership aims to address and it shows that our commitment to addressing it goes beyond just words.”