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INSIGHT
THOUGHT LEADERSHIP AT WORK
We have a passion for thought leadership and innovation. We periodically publish papers and engage in independent research studies. Check out our latest thinking!

White Papers

10/16/2009 Integrated Customer Marketing: A New Prescription For The Pharmaceutical Industry

It’s time for the pharmaceutical industry to start leveraging what other industries have already learned: Integrated Customer Marketing (ICM) is the path to meeting customer needs and driving financial success.
The ICM model identifies customer

09/21/2009 Integrated, Customer-Centric Marketing -- A Forrester Consulting Study
Merkle announced its latest research study entitled "Integrated, Customer-Centric Marketing." Commissioned by Merkle and conducted by Forrester Consulting, the study highlights key findings from a survey involving 149 senior-level marketers from U.S. comp
06/22/2009 Integrated Customer Marketing
Achieving customer-centricity has been a desire of marketers and business leaders for decades. But the tools, capabilities, and support needed weren’t readily accessible – until recently. Today, key trends make marketing integration a financial requiremen
03/10/2009 Optimizing Distributed Marketing
Organizations with a distributed sales and marketing function—like those in the automotive, insurance and financial advisory industries—struggle to implement the same marketing practices enjoyed by industries with more centralized customer and prospect da
02/23/2009 View From The Inbox 2009
Email continues to be a popular marketing communications channel in today’s challenging economic climate due to its low cost-per-contact and its ability to provide direct, measurable results. Therefore, email will retain its status as a prominent channel
12/11/2008 Leveraging Enterprise Segmentation to Enhance Marketing Results
In this second in a series of whitepapers on the topic of segmentation, we provide a framework for Enterprise Segmentation that allows marketers to act upon specific segments in their customer base through a strategic approach and operationalization plan.
10/07/2008 Building A Next Generation Marketing Measurement System: The Framework
The importance of an accurate, reliable and consistent marketing performance measurement system cannot be overstated. Relying on incorrect metrics creates a snowball effect across the entire markteing decision process. Are you using the best metrics for
09/24/2008 Marketing Optimization - Applying Quantitative Measurement to the FourPs of Marketing
Identify the critical differences between historical media measurement and media consumption patterns and learn why both are needed for marketing optimization.
08/25/2008 Measuring How Consumers Engage With Your Brand
To thrive in a 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.
07/14/2008 Examining the Impact of Political Fundraising on Non-Profit Direct Mail Performance
Charitable fundraising organizations have expressed concern that funds contributed to presidential campaigns may be the same funds diverted from would-be contributions to charitable causes.
05/30/2008 Optimizing Data Content to Improve Marketing Performance
The time has come for data providers to pursue a new approach born from the intersection of analytics and data content with the goal of improving marketing performance.
04/15/2008 2008 View From the InboxTM
Although email is firmly in the mass acceptance phase of its growth, there is a wide range of capabilities among marketers. While some marketers have ten years of experience in the space, there are far more just beginning to measure the value inherent in
03/24/2008 Unlocking the Power of Enterprise Segmentation
The idea of segmentation has been around for decades but the ability for marketers to fully exploit the concept has yet to be realized. In this paper, Ron Park introduces a new strategic approach - Enterprise Segmentation.
05/31/2007 2006 A View From the InboxTM
This 5th annual study demonstrates that permission email marketing continues to play a powerful role in developing and influencing customer behavior, but without careful attention to relevancy, the gains of email will be lost to unsubscribed customers.
05/03/2007 Quantitative Media Management : Using Media Consumption Patterns to Drive Promotion Delivery
Implementing an optimized allocation across the ‘right’ channels will yield a message that breaks through the marketing clutter, which in turn can lead to increased sales.
09/01/2006 Leveraging Information to Improve Marketing Performance
This white paper examines the challenges of fragmented media management and introduces the advantages of information-based marketing strategies.
02/01/2006 Are You A Database Marketer?
In this ever changing technological, multi-channel, data-driven world, the term "database marketing" sounds fairly simplistic.
12/01/2005 Engaging A Database Marketing Agency: Leveraging the Left Brain in a Right Brain World
As accountability continues to take center stage within the marketing enterprise, it is more important than ever to quantitatively understand the behavior of customers and prospects and the impact of media.
02/01/2005 Mastering Quantitative Marketing
As the marketing enterprise becomes more complex, it becomes increasingly difficult to manage, especially those organizations that have relied exclusively on traditional "right" brained (qualitative) approaches.

Industry Research

09/21/2009 Integrated Customer-Centric Marketing
Merkle announced its latest research study entitled "Integrated, Customer-Centric Marketing." Commissioned by Merkle and conducted by Forrester Consulting, the study highlights key findings from a survey involving 149 senior-level marketers from U.S. comp
04/15/2008 2008 A View From the InboxTM
While some marketers have ten years of experience in the space, there are far more just beginning to measure the value inherent in an email address – let alone incorporating testing and segmentation strategies. For marketers at either end of the experienc
05/31/2007 2006 A View From the InboxTM
This 5th annual study demonstrates that permission email marketing continues to play a powerful role in developing and influencing customer behavior, but without careful attention to relevancy, the gains of email will be lost to unsubscribed customers.
05/01/2005 2005 A View From the InboxTM
Despite reports of overall open rates dropping, the 2005 View From The Inbox survey shows favorable trends in consumer usage of and attitudes toward email.

Webinars

09/29/2009 Integrated, Customer-Centric Marketing: The Marketer's Perspective
Speaker: Dave Frankland - Principal Analyst, Forrester Research
Merkle recently commissioned Forrester Consulting to evaluate how companies perceive and practice "Integrated Customer Marketing." The study explores the role customer value plays in ma
05/13/2009 Building a Next Generation Marketing Measurement System: The Framework
Speaker: Scott Nuernberger - Senior Director, Quantitative Solutions
Decisions on how much to spend on marketing in total, how much to spend by media, and how to coordinate a multi-media program are all directly influenced by the marketing measureme
04/13/2009 Distributed Marketing Optimization

Speaker: John Lee - Vice President & Client Group Leader
Organizations with a distributed sales and marketing function—like those in the automotive, insurance and financial advisory industries—struggle to implement the same marketing practices en

03/18/2009 View From The Inbox 2009

Speaker: Lori Connolly - Director of Research & Analytics
Consumers' attitudes and behavior toward email have changed over the years, and the Merkle View from the Inbox report helps guide marketers through this changing landscape. This 7th annual

02/02/2009 Marketing Optimization- Applying Quantitative Measurement to the 4 Ps of Marketing

Speaker: Scott Nuernberger - Senior Director, Quantitative Solutions Group
In recent years, customer and technological developments have ratcheted up the complexity within each of the four P's (product, placement, price, and promotion). Marketer

12/02/2008 Five Strategies for Successful Fundraising

Speaker: Greg Fox, Chief Strategy Officer, Merkle Fundraising Services

While direct mail fundraising in today's economic environment is more challenging and expensive than ever before, it remains a very successful and profitable way of generat

09/24/2008 The Operationalization of Enterprise Segmentation
Speaker Ron Park, Senior Director, Quantitative Solutions, will continue with the second installment of the Enterprise Segmentation webinar series in conjunction with the DMA's Research Department.
03/19/2008 Unlocking the power of Enterprise Segmentation
(In conjunction with DMA’s Research Department)
Speaker Ron Park, senior director, quantitative solutions, will introduce Enterprise Segmentation, a new strategic segmentation approach.
03/07/2007 The Right Offer at the Right Time - With the Right Media Mix
Get the tools you need to plan your media mix in both offline and online channels. You'll understand how to cope with increasing media fragmentation, quantify media consumption, integrate your marketing, and build a media mix model.
08/18/2006 Testing in a Multivariate World: A Webinar for E-mail Marketers
(a DIRECT Magazine webinar series)
Tune in for a Direct Webinar sponsored by Merkle and learn how multivariate testing can help you isolate the tactics that have the greatest impact on consumer response.

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