UM Australia and Mutinex integrate for bolstered data sharing
UM Australia and Mutinex – a provider of market mix modelling (MMM) solutions – have worked together on an innovative “media data integration” project.
The collaboration is a first-of-its-kind move that will automate data sharing between the GrowthOS platform of Mutinex and the data systems at UM. The automation is expected to help UM’s clients save time while increasing the data accuracy.
Optus is the main client helping to lead the project. The integration is set to offer the telecommunications organisation faster decision-making; more robust data security and privacy measures; and boosted employee efficiency – in addition to better accuracy as mentioned above.
“As we move towards a future dominated by data-driven strategies, this collaboration underscores UM’s commitment to innovation, privacy, and security,” UM’s chief digital, data and tech officer, Adam Krass, said.
Adam Krass
“The seamless and secure data transfer process aligns with the highest standards of data protection, ensuring client information is handled in compliance with government regulation and leading encryption solutions.”
Mutinex’s chief executive officer, APAC, Mat Baxter, praised the collaboration’s capabilities.
Baxter said: “UM and Optus deserve congratulations for pioneering the way media data is supplied for MMM. Let’s be frank, the more fluid the data supply the more valuable the insight. It’s as simple as that.”
Optus’ head of consumer marketing, Cam Luby, added: “This collaboration marks a significant leap forward in how we leverage data to drive growth and innovation at Optus. By automating the flow of data between UM and Optus technology, we are not just improving our decision-making speed but also elevating the precision and impact of our marketing strategy.”
Moving forward, the UM and Mutinex integration will grow to encompass more shared clients.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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