Annalect is a specialized unit that collects, structures, and processes data to develop AI-based insights and marketing strategies. Annalect doesn't offer pre-fabricated standard solutions but instead assembles a combination of data flows, technologies, and activation strategies that make the most sense for each advertiser. To convert vast amounts of data into a relevant decision-making foundation, we continually utilize the latest AI technologies. Therefore, Annalect does not own technology. We insist on maintaining our objectivity and flexibility, and instead, we enter into licensing agreements with a range of partners to constantly apply the newest and best solutions that create the most value and competitiveness for advertisers. The core of Annalect's technological platform and integration with relevant data sources is managed by a Data Management team. They collaborate, among other things, with a Business Intelligence team that develops digital service interfaces and data visualization. To ensure optimal use of data and technology, it requires not just an analyst but a broad range of skills. Therefore, the Danish Annalect organization includes three different categories of advisors: A Data Science team that uses advanced mathematics and new technologies to process vast data flows, providing business-oriented decision support and algorithms. The analyses range from micro to macro modeling, as well as other types of analyses based on Big Data and advanced statistics combined with modeling. A CRM team that ensures the onboarding and activation of the advertiser's own data and customer bases, with a focus on activation in particularly market-oriented activities. A Consumer Insight team that generates market and consumer insights. Data is collected from our own sources, the advertiser's data, or through online panels, online focus groups, mobile apps, and similar sources.