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Sunil Rao

Vice President, Audience Analytics & DMP Practice
Sunil Rao

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.

Sunil's Articles, Blog Posts, Webinars and More

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.

4 Steps to Creating a 360-Degree View of the Customer Journey

Organizational buy-in and journey analytics are crucial, as is this step: having a meaningful conversation with the customer.

Articles We suggest...

Data Management Platforms: Nailing the Implementation

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.