[x+1], the leading provider of programmatic marketing and data management solutions, today announced that customer relationship marketing (CRM) agency, Merkle, has licensed the [x+1] Origin Data Management Platform (DMP). The partnership will empower Merkle’s clients with a singular view of their customers to centrally manage and optimize campaigns that span marketers’ sites, email, display, apps, and mobile channels.

Merkle is a leading technology enabled, data-driven customer relationship marketing (CRM) firm and the nation’s largest privately-held agency, serving Fortune 1000 brands in the design, execution and evaluation of Connected CRM (cCRM)™ programs. As an integral component to its cCRM platform, Merkle has licensed [x+1] Origin DMP to work in conjunction with the agency’s Connected Recognition Platform, to integrate rich offline CRM data sets with third-party data sources for use by direct response marketers focused on measurable returns. The solution supports the efficient integration of online and offline data with a robust process that ingests, links, and transforms known and anonymous data. This supports a full 360-degree view of the customer across media and channels.   

“If a marketer’s database is the power plant, data is certainly its fuel,” said Matthew Mobley, Chief Marketing Technology Officer for Merkle. “[x+1] Origin DMP is where the Connected CRM Platform gets the right data mix to the point of decision, to run high-octane campaigns on any data-driven platform.”

Origin is a market-leading enterprise DMP that arms marketers with the ability to engage customers and prospects in a fully integrated manner, allowing them to measure channel and audience effectiveness across devices and channels. Because it links to a persistent offline ID and not just cookies, Merkle customers are safe from scale shrinkage due to data breakage when syndicating audiences to online channels.  

“With Origin DMP, Merkle clients can unlock all their data – first-party, transactional, campaign, social, mobile and other audience information – to inform more meaningful and relevant experiences for their customers and prospects,” said John Nardone, CEO of [x+1].