Shirli is Merkle’s Global Analytics & Technology Lead. She has 20 years of experience in strategy and analytics in the Travel, Media and Entertainment, Retail, High Tech, and Financial Services industries. At Merkle she has worked with a variety of different clients including Disney, Dell, Universal Parks and Resorts, Royal Caribbean, Marriott, and Nike, and has led projects for both consumer and B2B segments. Projects Shirli has managed include enterprise segmentations, customer journey development, lifetime value, omni channel integration, contact strategy optimization, acquisition and customer targeting and next best models, propensity models, and media mix modeling and attribution.
Prior to joining Merkle, Shirli worked for Capital One in the Marketing and Analysis department, responsible for developing credit risk models, NPV models, and DOE testing. Shirli has both a bachelor’s and a master’s degree in Statistics from Cornell University.
Shirli's Articles, Blog Posts, Webinars and More
How Brands Can Transform Their Measurement Framework to Drive Organizational Change
Accurate and actionable marketing measurement is always contingent on establishing and aligning on a holistic measurement strategy. Organizations planning ahead of the curve are rapidly rethinking their own measurement frameworks to ensure they accommodate industry shifts.
Navigating a frictionless experience in the cookieless world
Shirli Zelcer, head of data and analytics at Merkle, explains the impact of privacy regulations around data collection and the deprecation of the third-party cookie and why both trends arecausing marketers to completely reevaluate approaches to customer experience.
How to Get Started with Customer Journey Analytics
Customer journey analytics is the approach to building informed customer experiences. Today, delivering great, relevant customer experiences is more crucial than ever. In fact, according to PwC, the number of companies investing in the omni-channel experience has jumped from 20% to more than 80%.
Planning for a New Reality: Leveraging Data & Insights to Inform Your COVID-19 Rebound Strategy
Since the beginning of the pandemic, nearly 40 million Americans have filed for unemployment and 1.77 million have been diagnosed with COVID-19 (The Washington Post, The New York Times).
How the COVID-19 Impact Dashboards Help Marketers Get on the Recovery Track
To inform engagement and re-opening strategies, we set out to uncover the status of overall physical and economic health at the US county level. Find out how these free dashboards can help across several vertical.
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Planning for a New Reality: Marketing Strategies for Insurance and Wealth Management
Like it or not, the marketplace that insurance and wealth management marketers operate in is fundamentally altered. The COVID-19 crisis has forced consumers into a heightened digital world, so their expectations are higher than before.
Journey Interrupted—Driving Engagement in a “Broken” Funnel
Understanding the customer journey has always been key in unlocking the value of marketing. But as COVID-19 impacts our nation, consumers’ engagement and buying habits are evolving and throwing marketers’ bulletproof plans into chaos.
Donor Value: A Critical Element in Activating Donor Strategy
Donor strategy is the first step in developing an understanding of your donors (and prospects), and the economic value each can deliver to the organization. Successful donor strategy is rooted in world-class enterprise segmentation.
