Publicis launches data marketing tool

The tool, called ‘The Pact’, aims to maximise companies’ returns on advertising spend and aid agreed-upon outcomes including sales, new customer acquisitions or other key performance indicators.

The launch follows Publicis’ acquisition of technology and data business Epsilon last year. It combines Epsilon’s identity management platform, based on transactional data and artificial intelligence, with Publicis Media’s media buying.

Arthur Sadoun, chairman and chief executive, Publicis Groupe, said: “With the acquisition of Epsilon, the plan has always been to create data-led packages using AI technology, to guarantee outcomes.

“Midsized companies have very clear and measurable KPIs including sales, registration, coupon redemption and new customer acquisition. These distinct KPIs allow for quick alignment on success criteria.”

Publicis said it will refund clients if the tool does not deliver agreed results.