Cheryl Sansonetti, Marketing Senior Director at Merkle, is responsible for leading the agency’s performance media and experience marketing. Cheryl and her team drive marketing strategy, digital media and thought leadership, ensuring awareness of Merkle’s offerings and the thinking of Merkle’s experts gets translated into content and activities that benefit client-side marketers. Prior to Merkle, Cheryl led marketing for 5th Finger, a mobile focused experience agency that was acquired by Merkle in 2012.
Cheryl's Articles, Blog Posts, Webinars and More
What Disruption Sounds Like
As leading media minds bustled into Google’s NYC Chelsea Tech Talk room on October 19th, a shared question weighed on everyone’s mind, “How do I adapt and excel as the world around me is changing?” Executives in the room represented ABC, AT&T, Comcast, A&E, Verizon, Lionsgate, amongst others.
Topics:
Media
The Five Levels of Personalization Decisioning
Data-driven orchestration enables marketing to move personalization from one-to-many to one-to-one. Personalization is delivered via a hybrid of orchestration techniques.
Topics:
Personalization
3 Must Haves for Media & Entertainment Marketing in an OTT World
Media and entertainment (M&E) marketers who are transitioning to OTT suddenly have access to data, and lots of it. What should they be doing with all of that new information?
Topics:
Media
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Entertainment
7 Strategies for Driving TV Tune-in
TV networks are facing both a challenge and an opportunity brought about by a wealth of must-watch quality content and viewer's unprecedented freedom of which device and channel to view their favorite show.
How Virtual Reality is Changing the Future of Immersive Marketing
Virtual reality has a number of possibilities when in the world of marketing and advertising. It is about delivering a completely immersive experience. And as marketers, isn't an immersive experience what we're all after?
Google Subtly Wins the Ad Battle with Pokémon Go
Finally, there’s a relevant and repeatable use for augmented reality! Pokémon Go is officially everywhere you look. Just walk outside and the chances are that you will see it happening outside your office building or in a park.
How to Build a Marketing Strategy Based on Customer Strategy
This is how the typical brand experience is built: Corporate goals are set; the brand team and product team each use those goals to define their objectives; these are further broken down into goals for each channel and media as those teams design, execute, and measure their own touchpoints.
Channel Optimization Strategies
It is not until a company begins to employ optimization strategies that it sees a significant incremental lift in business value from combining foundational data, customer engagements, marketing analytics, and decision management.
The Anatomy of an Ad Call
Ever wonder how an ad call actually works? Our video explores the delicate dance between SSPs and DSPs that ends with ads served to consumers
Understanding the Consumer Purchase Decision
Marketing strategies require more than just demographic and purchase behavior data to build effective messaging. A deep understanding of what drives a consumer decision is required. Within any customer decision is a core motivational element that must be identified early in the creative process.
Automating Experience Optimization
With today’s numerous touchpoints across online and offline channels and media, there are simply too many options to manually optimize interactions with your digital marketing initiatives one by one.
Anatomy of an Identity
An identity can be placed on a continuum where one end is the anonymous state and the other end is the known state. In the anonymous state, identity is defined by cookie, device ID, or other digital identity marker. Most of these fall into the category of personally identifiable information.
An Excerpt from the 2015 Marketing Imperatives
The rapid digitization of media and channels has created a growing and constantly fragmenting number of highly dynamic addressable audience platforms at scale, like Google, Facebook, and Twitter.
