Merkle, the nation's largest and fastest-growing independent customer relationship marketing agency, and [x+1], the online targeting platform leader, announced today a strategic partnership that will allow marketers to bring the performance of integrated customer-centric campaigns to a new level.
In the initial phase of the partnership, [x+1]'s powerful audience targeting platform will be integrated with Merkle's proporietarty data, technology and analytics capabilities to enable Digital Media Optimization TM, which will allow marketers to effectively capture, utilize and integrate insights from online display advertising. As it progresses in scope and functionality,the combined offering will enable a new level of marketing effectiveness by integrating functions across the enterprise, while delivering increased customer lifetime value and profitability.
The combined strength of Merkle and [x+1] will allow marketers to transform what was often incomplete and unusable data into a powerful business intelligence tool for optimiszing online channels like any other direct response media. Together, the two companies will provide marketers with a truly integrated, analytics-based multichannel approach to customer acquisition.
"We're extremely pleased to join with Merkle to help major organizations experience true performance marketing," said Stephano Kim, President and COO of [x+1]. "Together, we will allow marketers to identify and target high-quality prospects and profitable customers. This high-precision audience segmenting process will make their multi-channel campaigns more efficient and effective than ever."
"Marketers need data-driven insights across all of their programs that will alow them to optimize their marketing spend," said Craig Dempster, Executive Vice President and Chief Marketing Officer, Merkle. "Under the first step of our partnership with [x+1], marketers will have a solution that ratchets up display advertising's effectiveness by identifying the most profitable, likely-to-buy customers. Merkle's data, technology and analytical strengths, combined with [x+1]'s leading audience targeting capabilities, will guarantee the delivery of highly personalized, optimized messaging at a price that will ensure optimal cost per acquisition (CPA) rates."
Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specialises in the delivery of unique, personalised customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximise the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 9,000+ employees, Merkle is headquartered in Columbia, Maryland, with 21 additional offices in the US and 29 offices in EMEA and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.