Merkle is the largest privately-held performance marketing agency and the fastest-growing agency of any discipline in the U.S for 2013. For more than 25 years, Fortune 1,000 companies and leading nonprofit organizations have partnered with us to build and maximize the value of their customer portfolios. We work with brands like Dell, Google, GEICO, DirecTV, Regions, Chase, American Express, AARP, Lilly, Universal, American Cancer Society, Metlife, Visa and many others to build and execute customer-centric business strategies. With more than 2,900 smart, dedicated people in eighteen offices around the world, we are still growing at a rate that outpaces the market, with 2014 net revenue of $382 million.
The mass digitization of media and channels has brought about the most important opportunity in our industry today: the ability to identify and communicate directly with individual, “always-on consumers” — at scale – 24/7 — across media, channel, and device. Addressability at scale is enabled by a growing and constantly fragmenting number of addressable audience platforms, such as Google, Facebook, LinkedIn, Twitter — or even a company’s own website. These platforms allow marketers to apply targeting, personalization, and optimization to each customer interaction.
Due to the increased complexity of leveraging data, technology and analytics in this new digital era, brands will have to develop a new set of capabilities, tools, metrics, and processes, along with a new set of skills to use them. We call this new breed of marketer “The Platform Marketer.” This leader has a deep understanding of CRM principles, yet has the knowledge and innovative forethought to thrive in the ever-expanding digital audience platform environment. The brands that capitalize on addressability at scale will create more enduring, sustained competitive advantage.
At Merkle, we help brands do just that, by creating more meaningful, targeted customer experiences, which lead to more valuable customer relationships. The measurable outcomes we create for our clients are rooted in our proprietary Connected CRM (cCRM)® approach. Driven by data and analytics, enabled by technology, and rooted in business outcomes, cCRM is a prescriptive framework that combines a complete range of marketing, technological, analytical, organizational, and customer experience disciplines to provide integrated customer-centric marketing solutions that increase lifetime value and create competitive advantage.
Merkle has built the necessary skills and assets to help clients transform their marketing organizations by building Platform Marketer skills that enable true Connected CRM. We provide management consulting, technology development and integration, data and analytics expertise, and a full suite of digital media and channel execution services. Our objective is to complement and accelerate our clients’ ability to capitalize on addressability at scale through the complete execution of customer-centric business strategies.