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Audience Management & Activation

Combining known and anonymous audiences is key in cross-channel marketing programs.

Marketers often struggle with integrating data across online and offline sources into a single customer view for targeting. Your organisational structure might perpetuate siloes that result in a channel-centric approach to targeting. This often leads to waste in marketing resources and a broken brand experience for the customer.

Marketing technology platforms such as DMPs bring real-time audience targeting, cross-channel activation, and personalised experiences together for marketers as a solution that: 

  • Integrates CRM data, analytics, and intelligence with real-time signals from all digital channels (e.g., website, paid media, and email)
  • Solves digital targeting limitations associated with performance, scale, and lack of visibility on digital user profiles. 
  • Allows marketers to use data across channels to trigger more coordination between email, display, and site.
  • Enables the creation of an “always-on” marketing system that responds to real-time interaction and drives contextually relevant personalisation.
Getting value from your DMP investment requires a clearly defined strategy, a team with platform expertise, and a new operational process.

Merkle’s approach is comprehensive and spans from advisory services and helping clients select a platform to activating audiences through the DMP.

Our process for Audience Management and Activation

We partner with you to:

  • Develop digital audience targeting roadmaps to evolve your organisation’s audience targeting capabilities
  • Analyse, segment, and activate audience-based, cross-channel targeting
  • Use predictive analytics, segmentation, and decision engines to create, activate, and optimise audiences
  • Implement both industry and Merkle best practices for audience-based campaign execution

Our team:

We are a multi-skilled team that helps define your audience activation strategy roadmap along with managing your digital platforms to drive ROI for your marketing programs with:

  • 30+ dedicated resources bringing deep understanding and experience in all leading DMP solutions
  • A mix of technology, analytics, and media resources to support all phases of DMP activation
  • Advanced analytics professionals with experience in propensity modeling and segmentation

Audience Training Courses

At Merkle we love data. We continuously learn about new ways of understanding and reaching audiences through market leading DMPs. We have the best talent too – our seasoned DMP consultants have years of experience in operating and managing multiple platforms in various scenarios. But that’s not all – they love sharing their knowledge and skills with others. 

Our training programme is inspired by real life. We have helped many clients in various stages of DMP adoption. These authentic interactions have formed the foundation of our modules. There’s something for everyone: regardless of your current station, we can offer you customised training in deciding to get a DMP, choosing the right one, putting it to use, and getting the best out of it. 


  • Customer Strategy
  • Performance Media
  • Customer Experience
  • Data
  • Analytics
  • Marketing Technology
  • Training Programmes
  • CRM & Loyalty
En nuestra compañía