Merkle Unveils Integrated Customer Marketing White Paper

COLUMBIA, Md. – Merkle (, one of the nation’s largest and fastest growing database marketing agencies, announced the availability of its newest white paper in its ongoing Thought Leadership Series. Entitled “Integrated Customer Marketing™,” the paper introduces the new optimization framework designed to help organizations navigate the rapidly changing marketing landscape. ICM also enables marketers to reengineer their customer marketing strategy and business processes to actively manage customer and prospect interactions across sales, marketing and services throughout the customer lifecycle.

Starting today, marketers can download the white paper “Integrated Customer Marketing” free of charge at:

Merkle formally introduced the concept and application of Integrated Customer Marketing earlier this month in Boston at its sixth annual Executive Summit, which bought together senior-level marketers from Fortune 1000 companies and leading nonprofit organizations.

Merkle President and CEO David Williams, said, “Organizations are spending billions to attract and keep customers, but few have truly maximized the potential of their most valued asset – the customer portfolio. Many still attempt to draw needed insight from disparate databases, and that seriously hinders their ability to track and understand each customer’s interactions across the enterprise. As the number of communications channels increase, marketers are facing even greater challenges when it comes to tracking customer engagements. Integrated Customer Marketing provides a unified plan as well as the structure, methods and requirements to make a positive impact on their customer portfolio.”

The concept of Integrated Customer Marketing seeks to make organizations truly customer centric in the long term by establishing three critical and non-negotiable “currencies” within organizations: segmentation based on attitudes, values and behaviors; incremental measurement into how the next dollar spent will likely impact customer behavior and marketing results; and a universal value metric in which companies establish a consensus on the value of each customer. Together, these currencies create a complete understanding of the customers and their interactions with the organization.

The paper is the first in a two-part series. Part two, scheduled for release later this year, will present case studies and provide details, such as implementation milestones, for marketers to follow as they work toward their integration goals.

About Merkle

Merkle is one of the nation’s largest and fastest growing database marketing agencies. For more than 20 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. By combining a complete range of marketing, technical, analytical and creative disciplines, Merkle works with clients to design, execute and evaluate Integrated Customer Marketing™ programs. With more than 1,000 employees, the privately held corporation is headquartered near Baltimore in Columbia, Maryland with additional offices in Boston, Chicago, Denver, Little Rock, Philadelphia, Seattle and Hagerstown, Md. For more information, contact Merkle at 1-877-9-Merkle or visit