Advertising has changed. Traditional media uses a cross-your-fingers approach to reaching people that’s nearly impossible to measure. But now, you can reach the people you want directly — and audience planning is how you do that.
We flipped the paradigm from a content-first approach — beginning with mastering your audience, then the channel, and then the right content.
It all starts with your customer data. What you know about the people that buy from you is the insight you need to reach the prospects you want. By building response models and generating identity-based segments, we help you connect with your ideal customers.
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MORE ABOUT THIS SERVICEStrategy and Planning
We gain a deeper understanding of your audience using a solid foundation of real identities — not just identifiers, and help you connect individuals across time, locations, devices, and the media they consume. By matching people using our proprietary M1 platform, we can then define where, how, and what to say to your audiences across all digital touchpoints.
We empower clients to make confident media investment decisions by transforming complex data to reveal meaningful, actionable insights and business value. This is achieved by leveraging Merkle’s proprietary solutions and platforms, such as Merkury, M1, and ARCHIE, for:
- Media Optimization
- Addressable Analytics
- Financial Optimization
- Data-Driven Strategy
- Channel Expertise
- Data, Tools, and Tech Support