Annalect's LinkedIn Data Integration Provides Insights Into Content For Business Audiences

LinkedIn has begun to offer brand marketers more data to build content. Annalect, the global analytics arm of Omnicom, recently launched a new product, Professional Audiences, leveraging that data to give marketers a better understanding of the content consumed by business audiences using LinkedIn data related to industry, company size, location and title. The details to construct a very detailed audience segment for the B2B space were missing, acknowledges Anna Nicanorova, VP of engineering at Annalect. "LinkedIn provides the professional perspective on audiences," she said, explaining how the technology works. "The hope is to feed the bag of [keyword] tags based on B2B audiences back into Omni and target consumer audiences," Nicanorova said, calling it the company's "bag of words strategy."