UM Australia has partnered with marketing mix modelling outfit Mutinex in a touted first-of-its-kind media data integration that will automate data sharing between the IPG Mediabrands agency's data systems and Mutinex's GrowthOS platform.

The integration is expected to deliver significant time savings and enhanced data accuracy for UM clients, enabling faster and more accurate data-driven decision-making, with Optus as the foundation client.

"As we move towards a future dominated by data-driven strategies, this collaboration underscores UM's commitment to innovation, privacy, and security," said UM Chief Digital, Data and Tech Officer, 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."

"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," said Mutinex CEO, APAC, Mat Baxter.

The 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.

The integration offers substantial benefits to Optus. Head of Consumer Marketing at Optus, 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."