Merkle Launches MerkleOne Marketing Suite
Merkle, a technology-enabled, data-driven performance marketing agency, has launched the MerkleONE people-based marketing solution suite that transforms data into actionable insights and drives effective addressable media and channel activation.
The MerkleONE solution provides a specific set of tools and competencies that help marketers make the most of first-party and third-party data insights. At its core, MerkleONE's programmatic media targeting leverages first-party CRM data and custom audience creation and targeting across premium publishers.
"With the rapid rise of digital and mobile media consumption, marketers and publishers alike are faced with the challenge of delivering addressable messages that hit the mark in terms of audience, timing, and place, across all devices customers use today," said Gerry Bavaro, senior vice president of the Enterprise Solutions Group at Merkle, in a statement. "The MerkleONE platform will allow brands and publishers to adopt an insight-driven approach to people-based marketing. The key is enhanced integration between data sets that previously sat in silos, which now power a company's ability to target specific individuals."
The MerkleONE solution incorporates a proprietary suite of agency services that is built around an integrated platform, bringing together Merkle's data management assets with technologies from preferred platform partners such as Google, Facebook, Adobe, Oracle, and others. The components of the platform and integrated Merkle services include the following:
- MerkleONE Data Management Cloud, which manages marketers' first-party data, enhanced by hundreds of third-party data sources, across all channels and devices;
- MerkleONE Insights, which enables deep exploration and segmentation of marketers' data to reveal who their audiences really are and where they can be found. Insights enable both a historical view of audience performance through reporting and attribution, as well as forward-looking scenario planning.
- MerkleONE Orchestration, which enables advertisers to build robust target audiences and to identify the best platforms through which to execute plans.
- Merkle ONE Activation, which allows marketers to refine campaign and targeting strategies and launch and optimize addressable campaigns across all channels through direct integration with demand-side platforms, search, site personalization, email, social, and publisher platforms.
"In addition to helping advertisers to unlock the power of their CRM data, MerkleONE is enabling premium publishers to monetize their audiences and data," said John Lee, Merkle's chief strategy officer, in a statement. "Premium publishers such as News Corp will be among the first to enable a custom audience marketplace that combines direct user ID match targeting with first-look, guaranteed inventory using the MerkleONE platform."
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