Marketing and analytics consultancy Environics Analytics (EA) has partnered with advertising technology firm Connected Interactive (CI). Environics Analytics will extend its data-driven insights into Connected Interactive’s proprietary digital advertising and marketing platform.
Founded in 2003 and based in Toronto, Environics Analytics delivers a full range of analytical services, from data supply to strategy consulting. The firm’s team of 200 professionals also provide reports, software, and modeling that help clients solve their business challenges through data-driven insights.
EA will now be providing several behavioural and financial databases, as well as segmentation system Prizm, to Connective Interactive in order to enhance the company’s advertising platform. CI’s platform will now be able to deliver comprehensive audience targeting based nearly 20,000 variables, including behavioural, brand preference, financial, and product specific categories.
Founded in 2012 and also based in Toronto, CI’s platform delivers end-to-end digital promotion, user acquisition, measurement, and segmentation to drive retargeting and reengagement. The firm has worked with agencies and brands which include IPG, Omnicom, Toyota, and Coca-Cola.
“Environics Analytics is the recognized leader in Canada for authoritative, marketing-ready data,” said Brian Wylie, COO of Connected Interactive. “We are very excited to have this rich lifestyle, media, financial, and behavioural data available to offer our customers more powerful and relevant programmatic campaigns.”
Jan Kestle, EA’s founder and president, added, “We know that our clients want to use data-driven insights in an omnichannel environment, including digital. We are excited to have Connected Interactive as an execution partner and look forward to helping our mutual clients execute their campaigns in a consistent and targeted manner.”
The partners said that the consumer packaged goods sector would offer an excellent use case for a digital campaign using the data enhancement, unlocking the ability to target the entire user journey – including the purchase channel, the shopping aisle, and in-home.