By integrating traditional and digital marketing disciplines, Merkle delivers solutions that help our clients to engage and influence consumer purchases decisions across all consumer touchpoints and buying stages. Merkle has the technology and insights to understand and predict consumer needs and behaviors to create targeted marketing programs across display, search, social, Web, email, and direct mail.

A consumer’s awareness and consideration are being influenced by search and display campaigns while they are online and with a mobile campaign while they are in-store. Traditional trial techniques are being enhanced with the addition of digital couponing. Once consumers engage and are opted-in, meaningful fact-based dialogue leads to a more engaged and loyal consumer that is more likely to repurchase and advocate for the brand by word of mouth, Facebook and other social, blog, or by simply passing on an email offer to friends and family.

Our solutions are specifically designed to partner with consumer marketers to drive insights, results and build relevant brand experiences.

Technology – We design, build and deploy global marketing environments that are focused on integrating multi-channel consumer interactions and transactions. Our technology solutions are consumer-centric, allowing marketers to see, understand and engage with consumers and their brands across the digital, retailer and direct channels.

Insights – Consumer analytics, segmentation, reporting and measurement are core competencies of Merkle.  Insights form the basis of generating value in consumer marketing. The combination of traditional research, brand insights and consumer engagement fuels innovation that can be leveraged throughout an organization’s marketing, product development, trade and brand building activities.

Marketing programs – the innovative intersection of insights with a flexible and multi-channel technology environment can generate truly differentiated marketing programs. At Merkle we are consumer marketers who are experienced at leveraging these assets to create and deploy multi-channel programs that grow consumer registration and engagement, increase penetration in the share of requirements, promote cross-sell and support brand building efforts in a digital world. Our rigorous analytic and measurement focus provides our partners with a unique perspective that helps them optimize their marketing budgets and spend – and understand the ROI of their initiatives.

Merkle’s innovative capabilities allow us to address the unique set of challenges that face our CPG clients. These capabilities are designed to deliver quick wins in the short-term while also addressing long-term goals and objectives. Here are few examples.

Merkle Solutions in CPG:

Strategic CRM Assessment
Our quantitative, fact-based approach to strategic assessment will provide the foundation for you to make informed strategic, technological, and tactical marketing decisions. Merkle provides a CRM roadmap based upon an informed and honest assessment of your current marketing data and infrastructure, programs, and metrics. This will allow you to clearly understand your return on investment for your marketing assets. Merkle’s assessment approach is based on our knowledge of best practices, as well as our extensive experience in evaluating, designing, and building CRM solutions.

Mobile Marketing
Merkle’s best-of-breed mobile platform supplies the full spectrum of mobile technologies, allowing you to focus on a strategy-driven approach to mobile while we match the right technology to a given marketing objective. Our expert staff members have experience with some of the most famous and successful brands in the mobile marketing arena. They know what works and what doesn’t -- saving you time and money while generating real business results. Merkle services include Strategic Services, SMS/MMS/IVR, Mobile Internet Sites (WAP), and Advanced Mobile Solutions.

Social Marketing
Merkle’s Integrated Social Marketing approach includes three key components, a sequential process that builds on the insights from the previous phase.

• Social Audit: Understand where your consumers engage today, assess how active they are, and determine their social influence. This phase provides the foundation for a social strategy that aligns initiatives with consumer behavior.
• Social Listening: Observe what your consumers are saying about you online, create custom listening strategies, and develop actionable marketing opportunities.
• Social Integration: Capture data across social media and then integrate it into consumer analytics and insights. This phase combines the power of social marketing with existing consumer knowledge to reveal new, targeted marketing opportunities.

Search Marketing
As a continued recognized leader in the space Merkle can help build, refine and enhance search marketing, both domestically and internationally. Our team will not only find the best suited keywords for our clients, but we will also develop highly targeted ad copy, and help optimize landing pages to make sure we meet the client’s ROI expectations. Our daily bid optimization tool, coupled with continuous monitoring and industry leading attribution tracking can ensure that a client’s SEM and SEO ROI goals will be achieved.

Consumer Engagement Monitor
Marketers face a challenging new reality as fragmenting media, changing consumer behavior, and emerging technologies force them to cede a significant portion of brand control to engaged consumers. To thrive in this changing world, marketers must devise a system to measure and quantify consumer engagement with their brands. The resulting metrics will enable greater budget accountability and more effective information-based marketing decisions.

Digital Analytics
Merkle’s unique approach to digital analytics delivers:

• Deeper Insights: Focus on bringing the right data with advanced analytics to solve business problems
• Comprehensive Measurement: Actionable, comprehensive measurement strategy tied to business goals
• Better Targeting: Bringing the rigor of offline, model-based targeting to online media with cross-channel optimization

Media Mix Optimization (MMO)
MMO is a systematic framework to guide the allocation of marketing dollars into strategies that produce the greatest incremental impact on total consumer equity.

Display Media Optimization (DMO)
Merkle’s real-time data-driven and analytic approach to display media purchasing creates results that are more targeted, measurable and cost effective. Specifically, we are connecting online audience behaviors with rich offline consumer data to deliver deep and actionable insights.

Marketing Database Creation, Support, Touch point Execution
Merkle is a leader in integrated customer marketing and the technologies used to enable those strategies. Merkle builds data processing environments, marketing knowledge centers, and analytic platforms that enable organizations to reduce data processing times, increase execution efficiency, and apply insight-driven, data-based marketing strategies to direct marketing programs for optimal results.

Digital Data Integration (DDI)
Merkle’s digital data integration capabilities provide organizations with mechanisms to address infrastructure, technology and organizational issues. DDI increases relationship marketing effectiveness through deeper consumer insights, more powerful targeting, and measurement of online behaviors across digital and offline channels. DDI decreases operational costs through coordinated marketing initiatives across touch points and brands.

Merkle’s Unique DDI Approach
Data hygiene, data standardization and digital matching services to link consumer engagement activity and simplify data access

A centralized data management product that consolidates online, offline, and behavioral data from siloed touch points and applications

Export engine service to enable analytics, reporting and campaign execution capabilities

Data & Content Solutions
Merkle’s Content Solutions group utilizes its dedicated team of industry experts, proprietary analytical processes, and the optimal mix of content to drive these results. Merkle’s Content Process is an analytical approach utilized to determine the optimal mix of data sources and data variables to drive high-performance, information-driven marketing communications.

Merkle’s unique approach incorporates the following stages:

• Data Discovery and Data Content Strategy – Alignment to business objectives
• Data Sourcing – Data Content acquisition
• Data Content Optimization – Determining the right data content mix
• Data Content Integration – Campaign optimization
• Data Content Effectiveness – Value measurement