As Chief Strategy Officer of Merkury, Merkle’s identity resolution and data platform, he leads sales and marketing, solutions, and business operations efforts aimed at integrating first-party identity and data products and solutions into Merkle and Dentsu agencies’ various services. He joined Merkle in 2015 and has held leadership positions such as SVP, Enterprise Solutions, SVP, Digital Strategy, and Global Chief Strategy Officer, M1.
Prior to joining Merkle, Gerry was Chief Strategy Officer at Resolution Media, Omnicom Media Group’s global performance media agency responsible for product, client services and strategy. As a digital veteran in the industry for over 20 years, Gerry has held leadership positions focused on bringing data and technology-driven solutions to market to drive value for clients. Previous roles include SVP, Performance Media at Digitas, Executive Vice President at Didit, a search marketing pioneer, and Agency.com where he led early Fortune 500 digital strategy and website development engagements for clients like British Airways, Sprint, and Met Life.
Gerry is a recognized thought leader, frequently writing and speaking in the industry. He received his B.B.A. in Marketing from Hofstra University, and lives in Centerport, NY.
Gerry's Articles, Blog Posts, Webinars and More
Building Meaningful Customer Relationships Through Digital Experiences Series
Today, marketing has only a fraction of seconds to influence customer actions. Brands that utilize deeper insights to tap into the human decision-making process will win in these fractional moments.
What an Identity-Driven Experience Looks Like with Merkury
See Merkle's Merkury identity resolution solution in action as we walk through an example of today's complex buying cycle.
Topics:
MMA's The Great Identifier Debate: Merkle's Merkury Identity Overview
A new, “new normal” is coming. A future where addressable marketing must balance both a consumer’s need for privacy and their need for a free, open internet.
Topics:
Identity Resolution
Building Meaningful Customer Relationships Through Digital Experiences Part 2: Identity and Audiences
Winning in the moments that matter is all about having access to and gathering insights from, the right data. In today’s world, financial services organizations are met with a somewhat overwhelming amount of customer data, and yet only a fraction of that data is used to nurture relationships.
Recognizing and Targeting Digital Consumers in a Post-cookie World
With third-party cookies and mobile device IDs set to be deprecated in the next year, marketers are wondering how they will identify, understand and target digital consumers and what’s needed as a sustainable and effective basis of identity, data and technologies that can enable their efforts in years to come
Fool’s gold – Leaving behind “match rate” as a success metric for identity
Merkury's Gerry Bavaro discusses how brands and marketers can tackle personalization in marketing and advertising by utilizing a durable and sustainable basis of identity.
Topics:
Identity Resolution
How to Solve Identity Challenges Using Promotions & Loyalty: Featuring Winterberry Research
According to Winterberry Group’s Identity Outlook 2020, 60.4% of marketers will increase spending/emphasis of first-party data when third-party cookies are no longer supported across major browsers.
Take Ownership of Customer Identity: Insights from Merkle’s 2020 Marketing Imperatives
Leveraging identity as a key business advantage is a challenge to accomplish for many marketing organizations. Done right, identity will drive efficiencies and effectiveness across marketing and media programs.
The M1™ Platform
What if you could improve return on ad spend by 20%? Or, what if you could decrease targeting waste by 25%?
2016 Marketing Imperatives: Winning with People-Based Marketing
View the on-demand webinar which discusses the fifth installment of the Stevie® award-winning Marketing Imperatives series, "Winning with People-Based Marketing," revealing the requirements for marketers to adapt, thrive, and be competitive within an ever-changing marketing landscape.
People-Based Marketing for Health
Today, Marketers must take advantage of digital marketing opportunities that are increasingly data-driven, programmatic, and addressable. This can only be achieved by understanding and reaching actual people with advertising and content that's relevant to them as individuals.
