Jenny Chan 陳詠欣
Mar 2, 2016

Tencent OMG and Omnicom to co-develop data mining models

SHANGHAI - Tencent's online media group (OMG) has entered a new data partnership with Omnicom Media Group (also OMG)—already its sixth partnership in China involving data.

L-R: Doug Pearce, CEO of OMG Greater China and Steven Chang, vice president of Tencent OMG
L-R: Doug Pearce, CEO of OMG Greater China and Steven Chang, vice president of Tencent OMG

Through this partnership, Tencent and Omnicom will create infrastructure for holistic data mining to improve media planning and buying efficiency. The two parties will develop data models for eight different industries (FMCG, auto, IT, fashion, baby care, finance, alcohol and medicine) for what they call "consumer data interpretation methodologies".

Tencent will create target audience (TA) portraits for Omnicom's clients using its smart data solution, that it also extended to Dentsu Aegis Network last year.

Other data partnerships Tencent has formed include those with: Starcom MediaVest Group, Vivaki, GroupM, as well as Carat and Mondelez.

According to the two parties, data cooperation between Tencent and Omnicom began in late 2015 when an Omnicom client (BMW) became the first automotive brand to launch video ads on Tencent's social platform, WeChat.

Analytics from the initial trial revealed deviations between the brand’s TA profiles and the actual TA profiles represented by Tencent's historical data. This finding led to today's partnership that will "offer clients more accurate and efficient data solutions, as well as guidance for long-term digital strategy development”, said Doug Pearce, CEO of Omnicom Media Group Greater China.

 

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