BERA, the only predictive brand tech platform, announced an agreement with Omnicom Media Group to incorporate BERA’s automated metrics and predictive analytics into Omnicom’s Omni marketing operating system.
BERA is the world’s largest brand equity relationship assessment platform, housing high quality brand-safe data in a SaaS environment. Incorporating its unique Brand Accelerator tool into Omni will enable Omnicom Media Group’s (OMG) teams to identify strengths and weaknesses of a brand’s purpose and brand equity by audience, geolocation, and time period. As a result, OMG agencies Hearts & Science, OMD and PHD will be able to help clients identify and activate audiences, as well as measure the impact of media plans, based on the relationships that consumers have with their brands, while also factoring in the Brand to Business™ impact – i.e., brand impact on sales and profitability.
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“Combining BERA’s visibility into brand relationships with the deep behavioral data from the Omni, we will be able to provide all our clients a holistic direction of media investment and strategies – one that will be able to factor in the role that ‘brand love’ has in driving business results”
Additionally, Omni users will also have access to BERA’s Data Portal, a proprietary data stream that will be used to evaluate the impact of brand on in-store and offline sales through evaluation of KPIs that can be used to measure price elasticity.
This agreement marks the first time that media agencies has been granted access to the BERA platform.