Annalect Strengthens Martech and AI Capabilities Across MENA with Snowflake Integration

DUBAI, United Arab Emirates: Annalect, the data and analytics division of Omnicom Media, has launched a new initiative aimed at enhancing marketing technology (martech), artificial intelligence (AI), and measurement solutions across the Middle East and North Africa (MENA). This initiative is supported by a strategic integration with Snowflake, a leading AI Data Cloud company.

The collaboration will leverage Snowflake’s advanced capabilities, including Cortex AI, Data Clean Rooms, and the Snowflake Marketplace. This integration is designed to empower clients with connected, privacy-focused solutions that encompass customer data platforms, agentic intelligence, and cross-media measurement.

Enhancing Efficiency in Marketing Ecosystems

Annalect’s initiative aims to improve efficiency within the marketing ecosystem by combining Snowflake’s technological strengths with its own operational capabilities. The goal is to strengthen connections across data and media environments, enabling brands to make more informed decisions in planning, activation, and measurement.

The integration specifically addresses the complexities of modern marketing ecosystems. It focuses on unifying customer data within a secure and scalable environment, facilitating advanced cross-media measurement through privacy-centric collaboration, and utilizing AI to enhance marketing workflows across various stages, including planning and optimization.

Tailored Solutions for Client Ecosystems

Annalect will be instrumental in designing and implementing composable data architectures on the Snowflake platform. This approach allows for tailored solutions that align with the unique needs of client ecosystems, maximizing technology investments while ensuring data sovereignty.

As marketers face increasing pressure to connect fragmented data, enhance accountability, and accelerate performance, the partnership between Annalect and Snowflake offers a robust foundation for transformation. This collaboration positions brands to:

• Unify and activate customer data securely and at scale.
• Enable advanced, privacy-focused cross-media measurement.
• Deploy AI-driven solutions across diverse marketing applications.
• Improve operational efficiency and optimize technology and data integration.

Expert Insights on the Collaboration

Ahmed Salem, Partnerships Director for the Middle East, North Africa, and Turkey at Snowflake, emphasized the importance of combining technology with business expertise. He stated that the integration provides brands in the region with a proven framework to move beyond initial uncertainties and achieve immediate, measurable impact.

Dr. Hoda Daou, Managing Director at Annalect MENA, highlighted the necessity for marketers to have interconnected systems rather than standalone tools. She noted that the integration of Annalect’s solutions with Snowflake’s platform creates a unified approach, enabling clients to build stronger data foundations and more intelligent measurement frameworks. This alignment is crucial for enhancing efficiency and effectiveness throughout the marketing lifecycle.

Modernizing Marketing Value Delivery

The initiative is centered on modernizing how marketing delivers value, focusing on the structuring and governance of customer data, as well as the measurement and optimization of campaigns in relation to business outcomes. This strategic direction reinforces Annalect’s role as a key player in Omnicom Media’s data and analytics division within the MENA region, dedicated to helping clients harness data, technology, and AI for growth in a rapidly evolving market.

About Annalect

Annalect is a division of Omnicom Media, specializing in data, technology, analytics, and AI. The company is committed to delivering comprehensive solutions that drive better business outcomes for leading global brands. Headquartered in New York, Annalect employs over 5,000 data professionals worldwide.

For further press inquiries, please contact:
Jessica Ozdemir | Head of Marketing, Omnicom Media MENA | Jessica.ozdemir@omc.com

Source: www.zawya.com

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Published on 2026-05-14 13:16:00 • By the Editorial Desk