Fantix established to let businesses compare data

Fantix offers privacy tools that allows marketers and business analysts to link and compare their first-party datasets.

The company’s analytics technology uses ‘data abstractions’ to aggregate and anonymise data before it leaves a data owner’s server, preventing access of user-level data.

Businesses can use the desktop application to gain an understanding of what else their customers are buying, for example, by creating a data abstraction of their own customer relationship management (CRM) and comparing it with the data abstractions submitted by other Fantix users.

When two users connect on the application, Fantix calculates the areas of overlap between their abstractions, generating aggregated statistics.

Through the partnership with Epsilon, small to medium-sized companies can match their first-party data to Epsilon foundational data assets.

Fantix executive chair and co-founder Antonio Tomarchio is the founder and former chief executive of location and consumer insights business Cuebiq.

Tomarchio said: “The Fantix app enables organisations of all sizes to get customer insights in a few clicks and in a completely secure way.

“By stockpiling data, big tech firms constantly increase their knowledge of customer journeys and hoard profiles of billions of end users. This puts smaller businesses at a significant disadvantage and is a threat to fair competition, progress and innovation. Currently there is no affordable privacy-preserving ecosystem for data linkage and enrichment that does not require you to share sensitive user-level data from your CRM. Fantix is changing that.”

Cameron Munger, senior vice-president of data and partner strategy at Epsilon, said the partnership will offer small and mid-size businesses “foundational data, analytics and insights about their own customers”.

Munger added: “This is enabling Epsilon to pave the way as a category leader in generating easy to use insights for these companies.”