Display media provides a powerful opportunity to create competitive advantage with the ability to capture and act upon data in real time. Merkle works with leading marketers to leverage data across online and offline channels to maximize the effectiveness of their display, enabling superior insights, targeting and measurement.

With the advent of real-time or impression-level bidding, Merkle’s data driven approach allows marketers to have control over who receives an ad, the message that is delivered and the cost of each impression. Real time bidding becomes infinitely more powerful when taking action on fractional attribution and true offline value metrics (rather than online proxies) in online targeting models.

Merkle’s Connected Approach to Display

The Merkle approach is simple. We understand, influence and measure consumer behavior at an individual level. This approach is applicable across multiple verticals, such as financial services, insurance, consumer packaged goods, nonprofit, pharmaceutical and retail. Because consumers interact with ads across multiple sites and multiple channels, the data from individual interactions must be brought together to truly optimize its effectiveness. A connected data strategy starts with infrastructure and analytics that provide visibility into the individual’s path to outcome, at the top of the funnel when a user sees an ad across multiple sites, then down the funnel as the user searches, visits the marketer’s site and the converts through retargeting.  We work with leading marketers to deliver superior:

• Insights:  Manage anonymous and identifiable data to gain holistic insights about consumer profiles including value, intent and affinities
• Measurement:  Measure the path to conversion at a consumer level, not a site level, to understand the fractional allocation of credit between different sites and channels
• Targeting:  Lifetime value metrics and fractional attribution must be acted upon in online targeting models

By leveraging Merkle’s extensive CRM analytics and technology resources, we’ve developed a solution suite that focuses on the individual consumer and closes the gap between audience analysis and display media optimization. By continuously feeding both online and offline data attributes and customer value into Merkle’s proprietary trading desk solution, we ensure that our clients are optimizing toward the highest value prospects, be it impression number one or one million, whether a customer made a purchase in-store, on the phone or online. And that drives superior financial results for our clients.