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Merkle and Pega Bring Adtech, Martech Together through Marketing Technology Integration

June 14, 2017
Columbia, MD

Merkle, a leading technology-enabled, data-driven performance marketing agency, and Pegasystems, a leading provider of customer engagement software, today announced the launch of a marketing technology integration capability that unifies adtech and martech to enable more effective and relevant digital ad campaigns and omni-channel experiences. By combining powerful DMP technology with advanced AI, marketing organizations can optimize ad spend, reduce attrition, improve acquisition rates, and increase revenues.

Integrating DMP technology with decisioning technology delivers on the promise of adtech and martech convergence by closing the gap between prospecting and customer marketing activities in a central data platform. Powered by the integration of Pega technology with Merkle|Comet expertise, the capaility brings together paid media activity and customer engagement data through a two-way integration of an advertiser’s third-party DMP and Pega Customer Decision Hub. This allows businesses to orchestrate more personalized, omni-channel journeys across ad and marketing channels that meet customers’ or prospects’ needs.

With an integrated marketing technology solution, marketers can go beyond user ID records and segmentation. By tapping into any interaction a customer has had with the brand – from a customer service call to ordering products – the solution ensures customers are served an ad tailored to them. Conversely, the customer’s response to a digital ad feeds right back into the advertiser’s DMP to improve how they will be serviced, sold, or marketed to at the next point of contact.

Marketers can learn more about this unique capability in a complimentary webinar, Unlock the Power of Your DMP: The Key to Better Understanding Your Customers and Measuring Marketing Effectiveness, on Tuesday, July 11th at 11:00 a.m. ET featuring Pega and Merkle executives. To gain an understanding of DMPs, the business drivers, and real use cases, download the jointly written whitepaper, The Foundational Use Cases That Are Unifying The Worlds of Adtech and Martech.

The launch of this marketing technology integration capability demonstrates an acceleration of the strategic partnership between Merkle|Comet and Pega. The Pega® Customer Decision Hub powers an advertiser’s third-party DMP with advanced AI to analyze the integrated data and determine the next best action to take with each customer or prospect. This means marketers can micro target customers at the optimal bid price with the most relevant ad on owned and paid channels. This intelligence is generated in real time, allowing campaigns to continually adapt based on each new interaction a customer has across these channels. Merkle | Comet has implemented numerous Pega Marketing enabled Customer Decisioning Programs across industries focused on Customer Interaction Management, Next Best Action, revenue generation, and churn management. The Merkle | Comet Decisioning Factory Methodology, Foundation Logic, and Business Agility capabilities enhance the rapid delivery of Pega Marketing Decisioning Programs at low cost and low risk to help generate optimal ROI.

Quotes & Commentary

“With a wider adoption and utilization of DMPs and the growing maturity of their implementations, the two unique worlds of adtech and martech can be bridged,” said Matt Mobley, executive vice president, chief technology officer, Merkle. “Our ability to integrate a third-party DMP with Pega® Customer Decision Hub delivers omni-channel customer journeys across paid and owned media.”

“Most organizations tend to overlook how more relevant online ads not only drive higher conversion rates but also contribute to the customer’s overall perception of the company,” said Tom Libretto, CMO, Pegasystems. “By combining Merkle’s and Pega’s technology and expertise, we’re helping marketers ensure a consistent customer journey with next best actions taken across owned and paid channels for each individual.”

About Merkle

Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 7,000 employees, Merkle is headquartered in Columbia, Maryland, with 21 additional offices in the US and 33 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkle.com.

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