What Annalect does

Annalect is a Düsseldorf-headquartered data-driven marketing consultancy operating as a business unit of OMG Solutions GmbH, itself part of Omnicom Media Group (NYSE: OMC). Founded in 2005, the firm serves enterprise advertisers primarily in the DACH region from offices in Düsseldorf, Hamburg, and Munich with a stated headcount of 100+ interdisciplinary staff spanning Data Scientists, Cloud Engineers, digital-advertising specialists, and research experts. Its offering is organized into five competency areas: People Based Marketing (personalized targeting), Insights Research (qualitative and quantitative consumer research), Marketing Science (econometric modeling and ROI measurement), Business Empowerment (custom dashboards and the Empowerment Suite collaboration platform), and MarTech Consulting (strategy, selection, and implementation of marketing-technology stacks).

The company's technology stack combines proprietary tools with platform partnerships. Proprietary IP includes Audience Machine (machine-learning model that translates non-endemic target audiences into retail-media audiences), Media Efficiency Optimizer (contact-dose effectiveness modeling), Cross Media Campaign Impact (cross-media attribution methodology), All Screen Optimizer (real-time TV campaign optimization algorithms), OneAudience (centralized brand insights platform), and the ABC Brand Strategy Impact model. These are deployed alongside — and integrated with — partner platforms including Adobe Experience Cloud (Global Platinum Partner), Google Marketing Platform, Tealium CDP (certified DACH implementation partner), Omnicom's Omni platform, InfoSum, AdSquare, Adylic, and Artbot.

Annalect generates revenue through professional-services engagements sold via enterprise field sales and direct outreach, with quote-based pricing and no public rates disclosed. The revenue stream consists of marketing consulting, data-driven transformation projects, MarTech implementation, and ongoing optimization services. Named customers include Renault (automotive), OTTO (retail/e-commerce), and Axel Springer (media/publishing), with the firm citing 1,400+ marketing models delivered and an average 20% media-ROI improvement across engagements. The company is GDPR-compliant and has positioned itself around post-cookie, privacy-first advertising solutions, evidenced by its 2026 Privacy & Cookieless Studies series and its 2024 Real Media Impact Award.

Name

Annalect

Legal name

OMG Solutions GmbH

Website

https://annalect.de

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

51–100 employees

Short description

Annalect is a Düsseldorf-based, Omnicom-owned marketing consultancy serving enterprise advertisers in the DACH region with proprietary ML tools, marketing-mix modeling, and MarTech implementation across five competency areas.

Ownership category

akta.pro rank

Product category

Marketing Analytics & Consulting Services

NAICS

Marketing Consulting Services (541613), Advertising Agencies (541810), Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising (7310), Services-Management Consulting Services (8742), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Data, Analytics & AI Consulting (BPAHAEAF)

akta.pro secondary industries

AI/ML Solution Integration & MLOps Enablement (BPAEAAAJ), Strategy & IT Advisory (BPAEAAAA), iBPMS (Intelligent BPM Suites) & Process Automation Suites (HDAEAHAG)

Keywords

• Data-driven marketing
• Programmatic advertising
• Marketing technology consulting
• Marketing analytics
• Advertising effectiveness research

Headquarters

HQ city

Düsseldorf

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Marketing Consulting Services: Professional consulting services for digital marketing transformation, including strategy development, implementation, and ongoing optimization.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Annalect is a data-driven marketing consultancy that delivers professional services across five competency areas: People Based Marketing (personalized, people-based targeting), Insights Research (consumer and advertising effectiveness research), Marketing Science (data modeling and ROI measurement), Business Empowerment (custom dashboards and collaboration tools), and MarTech Consulting (technology strategy, selection, and implementation). Services are sold to enterprise advertisers and brands as consulting engagements, supported by proprietary tools (Audience Machine, MEO, CMCI, Empowerment Suite, All Screen Optimizer) and partner platforms (Omni, Tealium, Adobe Experience Cloud, Google Marketing Platform, InfoSum).

Product overview

Annalect is a data-driven marketing consultancy offering five integrated competency areas: People Based Marketing (personalized targeting), Insights Research (consumer and advertising research), Marketing Science (data modeling and ROI measurement), Business Empowerment (dashboards and collaboration tools), and MarTech Consulting (technology strategy and implementation). The company operates with a platform-agnostic approach, integrating proprietary tools like the Empowerment Suite and All Screen Optimizer with partner platforms including Omni, Tealium CDP, Adobe Experience Cloud, Google Marketing Platform, and InfoSum for first-party data activation.

Differentiator

Problem solved

Functional benefit

Products and services

• People Based Marketing People Based Marketing is Annalect's consulting service that connects creativity, advertising environments, technology, and data to enable targeted and personalized consumer communication at scale, reducing advertising waste and enabling direct consumer relationships across omnichannel strategies. It is targeted at enterprise advertisers seeking personalized targeting.
• Insights Research Insights Research is Annalect's consumer research service covering audience understanding, advertising effectiveness measurement, and effectiveness optimization, combining traditional surveying and measurement methods with AI solutions for pragmatic, precise deliverables. It targets advertisers needing consumer and advertising research.
• Marketing Science Marketing Science is Annalect's analytics and modeling service that measures the effects of marketing and communication on target KPIs. It conducts data modeling to surface optimization potential for future marketing and media deployments, with a claimed track record of over 1,400 models and an average 20% media-ROI increase.
• Business Empowerment Business Empowerment is Annalect's custom applications and platforms development service, including Digital Dashboard Service for customized dashboard analysis and development, and Empowerment Suite for web-based collaboration across media operations. It targets advertisers needing tailored internal tooling and dashboards.
• MarTech Consulting MarTech Consulting is Annalect's end-to-end marketing-technology consulting service covering data and technology assessment, strategy design, technology selection (DMP, CDP, Adserver, DSP, Email Marketing, Campaign Management), implementation management, and enablement services. It targets companies developing sustainable MarTech strategies.

Quantifiable outcome

• Average 20% increase in media-ROI through marketing modeling analyses
• +5 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability2 records

Feature12 records

Partnerships

Five partnerships are on record, tiered core.

• bynd consultingcoreStrategic or Co-development PartnerPartnership for complex digitalization projects where bynd consultants define strategic and technological frameworks with stakeholders and control implementation.
• TealiumcoreTechnology or IntegrationLeading CDP provider helping companies centralize consumer data (B2B and B2C) to create 360-degree profiles. bynd is certified Tealium CDP implementation partner in DACH region.
• AdobecoreTechnology or IntegrationGlobal Platinum Partner focusing on consulting and implementation of Adobe Experience Cloud (AEM), particularly Campaign Manager, Analytics, and Real-Time CDP.
• GooglecoreTechnology or IntegrationExperts in Google Marketing and Cloud Platforms, focusing on conceptualizing and implementing data-centric solutions for personalized marketing as foundation for personalized marketing measures.
• OMDcoreStrategic or Co-development PartnerAgency partner for Renault campaign, collaborating on custom lookalike model development and campaign execution.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Publicis Sapient: Digital business transformation arm of Publicis Groupe delivering marketing technology strategy, data and analytics consulting, and platform implementation. Closest holding-company peer to Annalect given the analogous end-to-end model and similar enterprise advertiser focus.
• GroupM: WPP's media investment and marketing-services network, encompassing Essence, Mindshare, Wavemaker, and GroupM Nexus for data and technology. Competes with Annalect for enterprise advertiser mandates, particularly on marketing-science, attribution, and programmatic consulting.
• Accenture Song: Accenture's creative and marketing-transformation arm offering data-driven marketing strategy, MarTech implementation, and customer-experience design globally. Directly comparable as an end-to-end consulting-to-implementation marketing services provider, but operating at significantly larger scale across multiple geographies.
• Deloitte Digital: Global consultancy delivering marketing transformation, Adobe/Google/Salesforce implementations, and customer data platform work. Comparable to Annalect on the MarTech consulting and data-driven marketing transformation proposition, though bundled into a much broader professional-services portfolio.
• Capgemini Invent: Digital transformation and innovation consulting arm of Capgemini offering marketing-platform strategy, customer-data-platform implementations, and analytics advisory. Comparable on MarTech consulting and enterprise transformation, particularly with Adobe and Google partnerships in EMEA.
• McKinsey & Company (Marketing & Sales Practice): Global management consultancy with a Marketing & Sales practice covering growth strategy, customer experience, and marketing ROI analytics. Comparable on the data-driven marketing-strategy and analytics-modeling dimension, though at a different price point and scope.
• PwC Advisory (Customer & Marketing): Big-Four advisory practice covering marketing transformation, CRM/CDP implementations, and customer-analytics engagements. Comparable on the consulting-to-implementation model for enterprise advertisers, though typically embedded within broader finance/strategy mandates.

Direct peers

• Merkle: Data-driven performance marketing and customer experience agency owned by Dentsu, specializing in people-based marketing, identity resolution, analytics, and MarTech implementation. Highly comparable on proprietary targeting/audience capabilities and cookieless targeting positioning.
• Elaboratum: Boutique DACH-based marketing-science and MarTech consultancy with comparable offerings in marketing modelling, attribution, and Adobe/Tealium implementations. A regionally focused direct competitor for the same mid-market and enterprise advertiser segment in German-speaking markets.

Others

• OMG (Omnicom Media Group): Annalect's direct parent organization housing OMD, PHD, Hearts & Science, and other media agencies. While not a market competitor (Annalect is the data-and-insights arm within OMG), it is the closest organizational peer and primary internal referral channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/5028659
• Instagraminstagram.com/annalect_germany

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Annalect