New answer allows manufacturers to develop, improve, and activate first-party buyer information
COLUMBIA, Md. — Dentsu and Merkle, dentsu worldwide’s buyer expertise administration (CXM) service line, introduced it has accomplished the mixing of Merkury, its id decision and information platform, into the Salesforce Buyer Knowledge Platform (CDP). Manufacturers utilizing Salesforce CDP will now have the ability to seize, unify, and activate their buyer information throughout all channels with out reliance on third-party cookies.
“As latest business information affirms, the approaching deprecation of third-party cookies is a certainty, and types should remodel with a purpose to ship privacy-safe and real-time buyer expertise,” mentioned John Lee, company chief technique officer, Merkle/CXM. “Delivering customized experiences is just doable by understanding who clients are, recognizing what’s vital to them, and by interacting with them in actual time. The combination of Merkury’s id decision capabilities with Salesforce CDP empowers manufacturers to rework cross-channel experiences.”
The combination is a strong mixture of Salesforce CDP’s capabilities unifying a corporation’s first-party information with Merkury’s potential to develop a corporation’s universe of first-party buyer information and determine particular person clients as they have interaction throughout channels. Merkury will allow shoppers to counterpoint their person-based buyer profiles for segmentation and cookieless media connections. The integrations is on the market instantly throughout the US.
“Merkury’s integration with Salesforce CDP will improve and speed up the expansion of first-party buyer information, permitting enterprise manufacturers to increase insights, cross-channel personalization, and addressable media concentrating on alternatives in an setting that protects the privateness of the patron,” mentioned Chris O’Hara, VP of Product Advertising and marketing at Salesforce.
“Manufacturers want an company that may assist them meet evolving shopper calls for in a privacy-safe and real-time manner. They want a associate that provides id options to assist all sides of selling, allows and coordinates second-party information relationships, and offers information ethics and variety, fairness, and inclusion steerage,” mentioned Jacki Kelley, chief govt officer, Americas, dentsu. “Merkle was lately acknowledged by Forrester Analysis as a frontrunner in addition to for its potential assist entrepreneurs transcend right into a future with out cookies1.”
To be taught extra about how Merkle enhances and prompts first-party information to ship cross-channel customized experiences, learn the article or request a demo of the answer at [email protected].
Salesforce, Salesforce Buyer Knowledge Platform and others are among the many emblems of salesforce.com, inc.
About Merkle
Merkle is a number one data-driven buyer expertise administration (CXM) firm that focuses on the supply of distinctive, customized buyer experiences throughout platforms and gadgets. For greater than 30 years, Fortune 1000 corporations and main nonprofit organizations have partnered with Merkle to maximise the worth of their buyer portfolios. The corporate’s heritage in information, expertise, and analytics kinds the muse for its unmatched expertise in understanding shopper insights that drive hyper-personalized advertising methods. Its mixed strengths in efficiency media, buyer expertise, buyer relationship administration, loyalty, and enterprise advertising expertise drive improved advertising outcomes and aggressive benefit. With 12,000 workers, Merkle is headquartered in Columbia, Maryland, with 50+ extra workplaces all through the Americas, EMEA, and APAC. Merkle is a dentsu firm. For extra info, contact Merkle at 1-877-9-Merkle or go to www.merkleinc.com.
About dentsu
A part of dentsu, dentsu worldwide helps shoppers to win, preserve and develop their finest clients and obtain significant progress for his or her companies. With best-in-class companies and options in media, CXM, and inventive, dentsu worldwide operates in over 145 markets worldwide with greater than 46,000 devoted specialists. Comply with us on social @dentsuUSA.
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1 The Forrester Wave™: Buyer Database and Engagement Companies, Q1 2021.
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