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Tealium Partners with Merkle
The two companies will enable brands to deliver greater personalization and customer engagement.
Posted Apr 9, 2015
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Merkle, a performance marketing agency, today announced a strategic partnership with Tealium, a provider of enterprise tag management and real-time unified marketing solutions.

Tealium offers an enterprise tag management system, Tealium iQ, to streamline digital marketing technology deployments and connect the data produced by disparate, yet interdependent, marketing systems. Tealium AudienceStream, the company's audience segmentation and action engine, enables marketers to enrich and transform data into actionable insights, allowing for relevant, real-time remarketing and retargeting across all digital touch points.

Coupled with Merkle's customer-centric marketing technology portfolio, Tealium's unified marketing solutions will serve as the foundation of Merkle's managed services offering.

"With consumers' rapidly evolving expectations today, we are excited about helping our clients quickly execute personalized and relevant interactions. The power of Tealium's audience discovery platform, with its ability to immediately create segments of audiences across channels, enables Merkle to deliver unprecedented personalization capabilities and drive addressable real-time customer engagement at scale," said Zhengda Shen, executive vice president at Merkle, in a statement.

"Merkle shares Tealium's vision of fostering anticipatory customer delight by empowering companies to more intelligently and more personally interact with their customers in this data-driven world," said Jeff Lunsford, CEO of Tealium, in a statement. "Our partnership allows us to deliver the power of real-time insight to Merkle's diverse community of customers, with Tealium's solutions serving as the neutral enrichment and transport platforms for feeding all of their omnichannel solutions with actionable data."

"Our view is that personalization is not just a technology or solution, but rather an outcome of properly connecting marketing technologies, data, and strategy," said Joey Colman, senior manager of CRM marketing at Deckers Brands, in a statement. "With Merkle's deep marketing expertise and Tealium's powerful set of solutions, we will be able to stitch together visitor information collected across channels and devices, glean actionable insights in real time, and most importantly, craft personalized experiences for our customers that will be relevant and more effective."

Tealium recently announced partnerships with Oracle, integrating its solutions with Oracle Commerce, and with Optimizely, integrating its real-time unified marketing solutions with Optimizely's experience optimization and testing platform. Merkle partnered with Adobe, integrating its Customer Relationship Marketing solution with Adobe Marketing Cloud.


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