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Michael Watts

Director, Experience Analytics
Michael Watts

Michael has been in the digital analytics industry for over a decade. He has led large-scale analytics and strategy engagements for some of the world’s best brands like Microsoft, Holiday Inn, Mazda, Chrysler, SONY, and many others. 

Michael is responsible for leading solutioning and strategy for Merkle’s Experience Analytics team. He helps brands identify and implement digital marketing analytics solutions and tools that uncovers stories, insight, and ultimately bring to fruition a stronger personalized customer journey.   

He does this by leveraging market research, thought leadership, and tools like R, SAS, and other advanced analytics methodologies to dig deeper and see what is driving engagement.  

Michael's Articles, Blog Posts, Webinars and More

Analytics center of excellence

Building an Analytics Center of Excellence

Building out an analytics center of excellence (COE) can help create value for your program by using analytics as the glue that bonds you to your customers, and to the other teams involved to make marketing happen.

How T-Mobile Optimizes Data & Analytics Using Cloud Marketing Tools

How T-Mobile Optimizes Data & Analytics Using Cloud Marketing Tools

Marketers spend millions of dollars on cloud marketing tools, only for the data to live in silos and in separate organizations. Additionally, many marketing clouds have a concept of a unified single ID, but organizations may not be optimizing it to its fullest potential. As a result, they are experiencing a disconnected digital view of their customers, and are not vertically integrating their data between offline and online channels.