Merkle (www.merkle.com), a leading technology-enabled, data-driven customer relationship marketing (CRM) firm and the nation’s largest privately held agency, announced that it will be hosting two workshops at the PhoCusWright Conference, one of the travel industry’s premier events. The event, being held November 11-13 in Los Angeles, attracts the industry’s most visionary thinkers and innovators from around the world.

“We are excited to participate in our first year at the PhoCusWright conference,” said Andrew Hoeberichts, SVP of Merkle’s Travel, Media and Entertainment practice. “The travel industry is becoming more customer centric with many companies launching initiatives aimed at improving the overall customer experience. Merkle’s digital marketing workshops will address how marketers are challenged with linking the vast amount of data generated from digital investments to create specific, customer-centric solutions to optimize spend.”

On Wednesday, November 12^th at 9:00 a.m., Adam Audette, chief knowledge officer, RKG, a Merkle company, and Ryan Gibson, EVP, marketing strategy, RKG, a Merkle company, will deliver a session entitled, Impressions, Clicks, Pins & Likes: Ensuring Visibility in Digital Travel Research. In this session, Adam and Ryan will explore how gaining visibility in the digital space relies on your ability to connect with travelers. Companies that are able to provide the tools, resources, and information necessary to solve traveler challenges will have the most success in the booking business. Attendees will learn key ideas for boosting overall digital visibility at all stages of travel research and how to connect with customers in the digital world as their behavior differs across platforms.

Matt Naeger, EVP, digital strategy, Merkle and Shirli Zelcer, VP, travel, media and entertainment analytics lead, Merkle, are also leading a workshop on Wednesday, November 12^th at 12:00 p.m. The afternoon workshop, The Addressable Customer Experience in Travel, will discuss how Facebook, Google, and first-party mobile platforms have become the primary methods of engagement for travelers during their travel decision-making. Seizing this opportunity requires advertisers to develop audience planning and optimization across integrated channels, master the creative experience design process, and execute it seamlessly across channels, technologies, and platforms. The workshop will teach attendees to explore a practical approach to creating these experiences that is data-driven and founded on consumer insights, planning, and technical execution.

To register for one or both of the workshops, please click here.