Sunil bring over 12 years of experience in digital analytics, CRM and marketing measurement. He is an expert in digital data and analytics and leverages his deep expertise in quantitative methods to apply them in today’s digital world.
He currently leads Merkle’s Audience Management & DMP practice, supporting clients in formulating an audience based marketing plan, activating their 1st party data assets to enhance customer journeys and driving a positive return from their marketing & technology investments. He also has deep experience in digital attribution solutions and has worked on the development of Merkle’s connected attribution solution.
He has led digital analytics engagments across industry verticals for a variety of clients including DirecTV, Universal Orlando, Citizens Bank, Abercrombie & Fitch, Sony, Aviva Insurance and many others.
Sunil has a Master’s degree in Engineering from NC State University.
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Using technology to plan an effective people-based audience activation strategy
A well-designed identity strategy using audience analytics and insights can tie disparate forms of ecosystem data together for a global view of consumers.
Sunil Rao |
Published on: Aug 11, 2017
Many companies are unable to distinguish their existing customers from their potential prospects when it comes to the individuals who engage with them across the different digital channels. That’s where a data management platform (DMP) comes into play.
Sunil Rao |
Published on: Jan 31, 2017
So now that you’ve acquired a data management platform (DMP), it’s now time for you to set it up. A DMP implementation is a very iterative process, so you’ll need to prepare in advance. Some components of the implementation may be complete before others, and that is perfectly normal.