Media agency OMD has launched a new module: OMD Connect that aims to streamline and automate data and tooling processes. The agency wants to focus more consistently on the needs of clients and agency employees.
Peter Steffens, Managing Partner of OMD Connect, has built a multidisciplinary team of developers, data specialists and media experts to make data and analytics accessible to all stakeholders. The module draws on a wide range of tools and skills from the fields of data science, data engineering, and cloud computing.
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In digital marketing as well as in classical marketing, large amounts of data points are generated every day. The main challenge is to collect it in a consistent way, to automate it and to prepare it in a clean and understandable way. Therefore, data automation, machine learning, and data visualization are major topics in OMD Connect.
As part of the digital transformation, OMD Connect takes on a central advisory role and interface function, with collaboration across departments and groups. Sprint Teams must work on intelligent data solutions that increase efficiency and improve operations on the client side and within the network. This includes, for example, the visualization of complex campaign reports.
Digital transformation is still in focus
Thus, OMD is expanding the OMD Business Transformation area, which was established in the middle of last year and which already includes the topics of Strategy, Content Marketing, and Insights.
Our goal is to enable customers and employees to work more efficiently with large amounts of data and incorporate it easily and effectively into all levels of marketing. This includes developing innovative data products, incorporating intelligent machine learning approaches, optimizing processes and, above all, fast access and secure processing of large and complex data sets, explains Klaus Steinerts, General Manager of OMD Germany in charge of Business Transformation. “With OMD Connect and the team led by Peter Steffens, we’re taking another big step in digital transformation. Because in the long run, it’s not just about data and processes, it’s about aligning the mindset and culture of companies more and more towards modern and agile ways of working.”
Peter Steffens adds: “Within our network there is a huge amount of data know-how and technical excellence that needs to be brought together further and made usable in agency and client operations. We see our team as a link between our clients’ marketing and transformation issues, the agency’s media and advisory teams and the network’s specialist firms.”