We use cookies. You have options. Cookies help us keep the site running smoothly and inform some of our advertising, but if you’d like to make adjustments, you can visit our Cookie Notice page for more information.
We’d like to use cookies on your device. Cookies help us keep the site running smoothly and inform some of our advertising, but how we use them is entirely up to you. Accept our recommended settings or customise them to your wishes.

2016 Marketing Imperatives: Winning with People-Based Marketing

Original Presentation Date

May 10, 2016

Key Takeaways

View the on-demand webinar to learn about the three imperatives for people-based marketing success:

  1. Imperative 1: Enablement
    • Leveraging the technology, data infrastructure, analytical approach, and integrated workflows needed to manage interactions and enable the customer experience.
  2. Imperative 2: Activation
    • Using data and insights to understand audiences, develop creative, and conduct media planning to deliver personalized, optimized experiences to each customer.
  3. Imperative 3: Transformation
    • Orchestrating a complex set of ecosystems, workflows, roadmaps, and corporate culture across the enterprise, to bring people-based marketing to life. 

Detailed Overview

Merkle recently launched the fifth installment of its Stevie® award-winning Marketing Imperatives series, "Winning with People-Based Marketing," which studies the requirements for marketers to adapt, thrive, and be competitive within an ever-changing marketing landscape.

The 2016 Marketing Imperatives explores the new generation of people-based marketing, in which digital techniques have finally caught up with the truly personalized addressability that made direct marketing so successful in the era of one-to-one marketing. The modern marketer must conquer people-based marketing in order to capitalize on the addressability enabled by the digital platforms.


John Lee

Global Chief Corporate Strategy Officer - Merkle / CXM

Gerry Bavaro

Chief Strategy Officer, Merkury, Merkle

Margie Chiu

Senior Vice President, Business Strategy

Ed Forman

Senior Vice President of Analytic Innovation