Merkle (www.merkle.com), a leading customer relationship marketing (CRM) firm and the nation’s largest privately held agency, today announced the launch of Merkle’s Digital Data Optimization Lab™, the most comprehensive digital data valuation and optimization solution available in the industry. The Digital Data Optimization Lab™ is a data agnostic platform developed for direct and digital advertisers to reach their optimal target audience. It enables marketers to objectively determine the overall quality and the value of the data sources that will drive their marketing programs. 

One of the key goals for marketers is to utilize digital advertising in conjunction with custom predictive analytics to more effectively engage their audiences. Merkle is able to accomplish this and use the results to fuse offline and digital programs in real time. This innovative approach utilizes 20 years of analytical knowhow in a real-time medium, leveraging the best of both worlds.

“We have combined the data exchange capabilities of Brilig, which we acquired in 2012, with our  world-class analytics team of 300 advanced-degreed statisticians,” said David Williams, Chairman and CEO, Merkle. “The solution enables clients to determine and utilize the most valuable information in real time.”

“With the increased focus on digital audience targeting, new providers and sources are flooding the marketplace, claiming the ability to use digital data to help marketers reach their target audiences wherever they are,” said Ozgur Dogan, senior vice president, data solutions leader. “Merkle’s solution is the only one that can deliver on the task. Merkle recently finished a Digital Data Lab evaluation for a major financial services company and demonstrated that the use of high-performing audience segments could increase the number of new accounts significantly with no change in the display media budget.  The Digital Data Optimization Lab™, our platform-based solution, enables marketers to determine the strength and quality of the different data sources and identify those most effective based on the needs of our clients.”