Merkle (www.merkle.com), a leading technology enabled, data driven customer relationship marketing (CRM) firm and the nation’s largest privately held agency, today announced it has been chosen by Twitter as a partner provider of the social network’s new tailored audiences solution. The CRM-based targeting solution enables advertisers to define their own groups of existing and target customers and connect with them on Twitter, bringing the power of direct marketing to the Twitter platform.
The tailored audiences solution provides the ability to create audience segments derived from email addresses. Advertisers can now reach a more relevant user base by including, excluding or expanding upon an initial CRM targeting segment. Brand and direct response advertisers can use CRM-based tailored audiences to drive awareness and engagement, customer loyalty and conversions with existing customers, as well as drive new customer acquisition.
“Merkle is delighted to partner with Twitter to help propel the activation of our clients’ first-party data,” said Craig Dempster, EVP, CMO, Customer Experience Group Leader. “We see Twitter’s tailored audiences solution as a clear manifestation of addressability at scale that is afforded by the digital audience platforms. We believe that it represents a distinct opportunity for brands to hone their skills as platform marketers, to utilize real-time data, analytics, and technology to achieve competitive advantage.”