The approach was centered around the implementation of Merkle’s Merkury solution for identity, data, audience development, and measurement. First, the strategy involved testing one-to-one in media through the Merkury publisher addressable marketplace (PAM) network. Second, the client analyzed Datasource relative to several other existing data sets, both consumer and small business. Third, Merkle partnered with the client to devise a proof of concept (POC) to test real-time site identity and the value that the datasource attributes provided to their personalization model. With the successful POC, the client is proceeding with a full site Merkury tag and implementation of Adobe Experience Platform (AEP) to connect identity to omnichannel orchestration. Merkle and the client are working towards a goal to improve site conversion by 10%.