Merkle (www.merkle.com), a leading data-driven, technology-enabled performance marketing agency, today announced a strategic partnership with Tealium, the leader in enterprise tag management and real-time unified marketing solutions. The partnership presents a tremendous opportunity, as Tealium and Merkle’s complementary solutions provide the ability to drive unique customer engagement and deliver real-time personalized and valuable experiences for end customers.

Tealium offers an industry-leading 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 world-class, customer-centric marketing technology portfolio, Tealium’s unified marketing solutions serve as the foundation of Merkle’s managed services offering to help brands deliver more effective customer engagement and personalization.

“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 ‘Z’ Shen, EVP Merkle.

“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. “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.  “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.”