Merkle (www.merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced the launch of its new Data Management Cloud bundled solution. The Data Management Cloud, the foundation of Merkle’s connected customer platform, provides marketers across industries with an integrated, layered set of components that enable meaningful customer experiences.
The solution meets the evolving needs of marketers, integrating four core components of today’s marketing technology requirements: the audience management capabilities of Merkle’s data management platform (DMP); the identity management capabilities of Connected Recognition (cR); the advanced analytics of an Insights Platform; and the traditional marketing database. The DMP provides audience management capabilities for cookie platforms in real time, which enables site optimization and personalization. Merkle’s proprietary solution, cR, allows marketers to create a holistic 360-degree view of their customers, by providing a longitudinal examination of their overall online and offline experience with a brand, also known as the event stream. The Insights Platform applies advanced analytics and data visualization to the integrated data, building insights that inform decisions at every interaction. The traditional marketing database, supporting both digital data and unstructured big data, connects behaviors and characteristics for “known” individuals, while providing campaign management, business intelligence, and data access.
The Data Management Cloud has evolved to provide big data technology, as well as assets that allow implementation of the solution in a faster time frame. These accelerators include pre-built industry-specific data models and data integration objects that help reduce the time, cost, and risk associated with new implementations. All of this allows for the higher-quality solution to be delivered in less time.
“Merkle has been providing leading database marketing technology solutions to our clients for over 25 years. Data management is a core capability that supports our position in the market as a performance marketing agency. As our clients face ever-evolving customer marketing challenges, our marketing technology offerings have continued to stay ahead of the curve,” said Tony Giordano, EVP, Technology Solutions Group, Merkle. “Merkle’s Data Management Cloud solution is the next generation in technology solutions, delivering rapid implementation that leverages industry standard components to make a huge impact on delivery time as well as reduction in cost and risk.”