White Papers

Merkle is committed to achieving outstanding results for our clients. In doing so, we often find ourselves ahead of the curve – pioneering approaches to Connected CRM. As thought leaders in this space, it’s important for us to share our knowledge of subjects like data, analytics, technology and creative with papers that inform and inspire.

Dec 2014

Mastering Global B2B Data Sourcing for Superior Marketing Outcomes

Companies looking to launch or improve their Customer Relationship Marketing activities in international markets must begin with improving, completing, and expanding their customer data assets. The complexity involved in managing and sourcing the right data demands a unique skill set and a rigorous, analytical methodology for selecting vendors, aggregating and analyzing information, and coordinating execution. In this white paper, we explore the types of data buying in international markets and how to navigate this complex marketplace. The result: good data enables addressability at scale, driving real results in campaign performance, including increased customer response, higher acquisition, greater revenue, and optimized marketing investment.

Dec 2014

Changing Expectations from Today's Digital Consumers

In the Fall of 2014, we conducted our first Consumer Sentiment Survey of 1,207 respondents, which focused on consumer mobile shopping, sharing identifiable information, and digital interactions with retailers. The survey revealed some key consumer expectations and behaviors that are creating challenges and opportunities for retailers. Hear direct from consumers on topics such as mobile app usage, information sharing, location-based sharing and loyalty, and learn smart strategies to turn these insights into opportunities.

Nov 2014

The Future of Personalized Health Marketing

Personalization manages the conversation of optimized content relevant to the customer journey. It integrates channel and media, uses explicit and implicit data, and converses with anonymous and known consumers. It can include customizing existing content, such as changing the message, offer, device, creative, and timing. Personalization can be implemented in many formats, such as through call centers, emails, direct mail, apps, paid media, and websites, and can use both customer-driven and market-derived data. See how you can begin personalizing your communications to better manage your relationships with patients and physicians.

Sep 2014

Think Global, Act Local: Global Data Sourcing for Multinational Companies

Companies seeking to obtain competitive advantage need to start their international data sourcing with proven models and a strategy that is keenly informed about the data challenges and opportunities in each specific country. They also need a model that is able to simultaneously leverage the advantages of a local approach and benefit from the advantages of global governance and best practice sharing. Hence, international data sourcing success comes when we think global, and act local.

Mar 2014
Connected CRM and Customer Value Optimization

Connected CRM and Customer Value Optimization Separates Leaders from Laggards

In this paper, Merkle’s Troy Ihlanfeldt, Associate Partner, Insurance & Wealth Management, discusses the major factors separating winners from lower-performing companies in the insurance, wealth management and healthcare (IWMHC) industries. These considerations are based on results from a proprietary study conducted with senior industry executives. Insights from this research indicate that companies with more advanced cCRM capabilities report stronger revenue and profit performance.

Sep 2013

Reinventing Medication Adherence in the Digital Age

In this white paper, authors Kent Groves, PhD, and Croom Lawrence discuss the ongoing lack of patient adherence which is one of the biggest drivers of unnecessary costs in healthcare today. They explore how to utilize mass personalization powered by “Big Data”, plan and execute integrated adherence strategies through paid, earned, owned and shared medias including social media, identify barriers and discover new digital tactics that can create a better customer experience to drive adherence.

Jul 2013

Customer-Centric Transformation :: Report & Results

The Merkle Executive study, shows how organizations drive value using CRM. The result? A gap in CRM success rates between high & low-growth organizations & effective change leadership is a must for success. 

Apr 2013

Healthcare Reform: Big Data, Analytics in Health Insurance

In this white paper, author Shiv Gupta explores the challenges of Healthcare Reform for health insurers, providers and customers.  

Jan 2013

Rules of Engagement #2: Re-engage Your Inactive Email Addresses

Rule #1 discussed the importance of removing inactive email addresses to improve inbox placement rates and ROI. But what about those inactive customers who still want to receive emails? How do you strategically re-engage those who have not shown engagement within the past year? The second part of the series explores several factors to consider when building a re-engagement program. 

Jan 2013

In Pursuit of Patient Adherence

Given the financial and health implications of non-adherence, the pursuit of greater levels of patient adherence is in the best interests of both the commercial and clinical sides of the healthcare industry. This paper presents some of the definitions and elements worthy of consideration, while providing options for a brand marketer to consider as they look to increase levels of adherence.