Centralized delivery of marketing performance measurement and advanced analytics across media and CRM
COLUMBIA, Md. — Merkle (www.merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced the launch of Archie, a scalable solution for marketers to gain cross-channel media and marketing insights, using best-in-class platforms and tools.
“With Archie, Merkle now centralizes marketing performance measurement, applying data standards and a templatized approach with the industry’s best-in-class technologies, Google Cloud Platform (GCP) and Tableau”
Archie features rapid campaign reporting in a collaborative analytics environment, allowing advanced and unified performance measurement across media and CRM channels. Marketers who work with Archie can begin with basic or advanced campaign reporting and are provided options to adjust and expand reports based on the organization’s unique needs.
“With Archie, Merkle now centralizes marketing performance measurement, applying data standards and a templatized approach with the industry’s best-in-class technologies, Google Cloud Platform (GCP) and Tableau,” said Alex Yoder, executive vice president, analytics at Merkle. “As a trusted partner to our clients, we leverage Archie to understand basic insights, set benchmarks, help align internal stakeholders, and deliver quick wins. Within the solution, we can dramatically advance the discovery of complex analytical modeling on the same data set. We use Archie to help clients swiftly stand up marketing campaign reporting and deliver advanced measurement like attribution, media mix modeling, connected attribution, and customer journey analytics.”
Merkle clients have experienced meaningful results with Archie, including seven times faster speed in reporting and insights and 60 percent fewer resources needed to maintain reporting. Prior to Merkle, a global luxury fashion brand was working with a fragmented media reporting solution and needed a holistic view of its media program. The Merkle team leveraged Google Cloud Platform (GCP) to integrate media data from Google Marketing Platform (GMP) into Archie for better reporting, data visualization, and analysis of key performance indicators (KPIs) across 200 client users. Since implementing the solution, the client has increased reporting efficiency by 220 percent. For more information on this story, read the full case study here.
Merkle will be hosting a webinar on November 5, sharing details on how brands can implement Archie with existing data lake solutions to gain actionable insights in a matter of weeks. For more information and to register visit here.
Merkle is a leading data-driven, technology-enabled, global performance marketing agency that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive people-based marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 9,000 employees, Merkle is headquartered in Columbia, Maryland, with 22 additional offices in the US and 36 offices in Europe and APAC. In 2016, the agency joined the Dentsu Aegis Network. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.