Merkle Launches Archie, a Scalable Marketing Analytics Solution
Merkle, a performance marketing agency, has launched Archie, a scalable solution for cross-channel media and marketing insights.
Archie features rapid campaign reporting in a collaborative analytics environment, allowing advanced and unified performance measurement across media and CRM channels. Marketers can begin with basic or advanced campaign reporting and adjust and expand reports as needed.
"With Archie, Merkle now centralizes marketing performance measurement, applying data standards and a templatized approach with the industry's best-in-class technologies, Google Cloud Platform (GCP) and Tableau," said Alex Yoder, executive vice president of analytics at Merkle, in a statement. "As a trusted partner to our clients, we leverage Archie to understand basic insights, set benchmarks, help align internal stakeholders, and deliver quick wins. Within the solution, we can dramatically advance the discovery of complex analytical modeling on the same data set. We use Archie to help clients swiftly stand up marketing campaign reporting and deliver advanced measurement like attribution, media mix modeling, connected attribution, and customer journey analytics."
In early tests of the product, some Merkle clients experienced meaningful results, including seven times faster speed in reporting and insights and 60 percent fewer resources needed to maintain reporting