Tag: data strategy

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Announcing Omni Health

Today is the official launch of Omni Health! It’s been a fast and furious transition into Omnicom Health Group. The team, leadership, and data assets are amazing. We wasted no time working towards an accelerated launch of Omni Health. It was great to take the data experience gained from my time with Epsilon and take it to another level with Omnicom.

Omni Health is a unique extension of Omnicom’s people-based precision marketing and insights platform, Omni. It’s the first and only end-to-end healthcare-centric data platform designed for the specific requirements of healthcare marketers and clients, especially around privacy compliance.

It takes this prescribing data, physician data, medical and pharmacy claims, and coverage data and integrates it with Omni’s vast consumer data. This includes demographics, purchasing behavior and media consumption. Omni Health will house all of this within a single, intuitive user interface, and with critical data privacy safeguards built right in. 

Omni Health not only has the power to provide insights into healthcare practitioners’ prescribing habits and patterns, it can also reveal behavioral factors that motivate HCPs not just as professionals, but as people…in essence, the human side of healthcare decisioning.

From a consumer standpoint, Omni Health will enable the identification of patient cohorts based on health status, allowing us to design more individualized communications along the patient health journey.

Most excitingly, Omni Health will help us uncover connected insights across HCP and consumer audiences, allowing for concurrent and synergistic campaign planning. With different medical conditions, Omni Health will also help us highlight purchase behaviors, geography, and other important customer dimensions, helping us determine what marketing activity or message needs the most emphasis, and in which channels.

In short, Omni Health really will unlock the potential for creating true omnichannel experiences.

Here is the Press Release announcing the launch as well as Business Insiders exclusive coverage.

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Virtually Speaking Episode #24

I have enjoyed working with Cal Entertainment founder Chris Lee for years as I am an exclusive speaker for Cal Entertainment. We sit down for a fun discussion that covers a lot of ground. We talk about trends across data, AI, gaming, spatial computing, new form factors beyond mobile, as well as some fun with Funko Pops.

1:48 – Introduction and opening statements tied to trends.
3:05 – Creating experiences that go beyond desktop and mobile.
4:10 – Tour of Matrix-inspired office.
4:42 – Awards & BlackFin360.
7:12 – Voice ecosystem and thoughts on Google, Amazon, and Apple.
8:24 – Discuss virtual proxies & how assistants will evolve.
12:00 – How should business leaders think about integrating tech and trends into their existing business with a focus on value creation.
12:50 – The new 4 Ps to consider for marketers.
14:50 – What about small business owners? What do they need to look at?
18:36 – How to apply AI & Machine learning to understand affinities and behaviors.
19:44 – Thoughts on ownership of data.
20:17 – The role of AI & it’s not the enemy via the Pixar Theory
24:15 – Digital Simulation.
25:50 – What about search beyond desktop & mobile? The role of the Google knowledge graph.
27:06 – Moving beyond mobile devices & the rise of smart glasses.
28:14 – Smart contacts are the future.
30:10 – The rise of gaming & how to align with business.
31:55 – What brands should be in gaming?
35:00 – Creating authentic connections.
37:48 – Digital twins & the proxy twin hypothesis.
41:08 – Forecasting trends.
42:18 – Data, experiences, ethics.
45:20 – Blockchain & Industries like Healthcare, Financial Services.
46:55 – Digital rights management
47:30 – Closing thoughts

If you are interested in having Tom speak at your next event, please book with Chris Lee via chris@calentertainment.com or call 877-300-1888 ext. 101.

Follow Tom Edwards @BlackFin360 via Instagram, Twitter, Youtube, & Twitch.

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In The News: Ad Age AI & Brands

Recently, my commentary on data & AI was included in an Ad Age piece on the role of data, artificial intelligence & brands.

Here is a link to the full article.

Here is my full commentary based on Ad Age’s original question…

Ad Age: We’re seeing more agencies now offering services for AI solutions, but how do you see this shaking out? What will separate the ones who will succeed with the ones that do not?

TOM: Offering an AI service for clients is one thing, but the key is understand that data is the fuel for AI. Without a solid understanding and corpus of data as a starting point for AI driven experiences consumer facing experiences have the potential of falling flat.

The organizations and experiences that will succeed in the short term with AI will understand that the consumer facing experience should not try and solve every possible outcome for consumers.

We have conducted research on user expectations of AI and there is one fundamental truth for adoption of AI and consumer facing experience adoption across generations and that is ease & convenience. Whether it’s managing personal time, predicting financial needs, or order replenishment through AI. The key is to understand that AI solutions need to seamlessly make consumers lives easier.

What will truly separate AI solutions over time are the ones that have both structured & unstructured data at the core that is built to action against consumer needs, will design for multimodal experiences beyond mobile and desktop, and be prepared to fully guide consumer experiences via virtual assistant ecosystems as AI becomes a proxy for consumers over time.

The organizations that can market to both consumer and systems will win the day. It’s no longer just the consumer decision decision journey as system based marketing via AI is now here and will continue to take on more responsibility for consumers.

Follow Tom @BlackFin360

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SXSW 2018 Artificial Intelligence Event

During SXSW 2018 I had the opportunity to discuss “How Artificial Intelligence is Transforming Marketing“.

The session was in partnership with Oculus360 & their CEO, John Dubois. John and I discussed our collaborations with machine learning applied to various categories, including eSports and how to align unstructured & structured data.

SXSW 2018

Here is a recorded webinar that we recorded February 28th, 2018 that we reprised during SXSW.

Follow Tom @BlackFin360

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