Merkle, a technology-enabled, data-driven performance marketing agency based in the US has launched a Performance marketing Lab. The Lab enables cross channel experiences through Data analytics and Google technology. It contains a group of scientists, analysts, developers, engineers and media experts to develop solutions and leverage best-in-class products and services to help the brands to ensure their investments in advertisement technology and marketing technology have greater value.
The lab developed by Merkle is led by Matthew Mierzejewski, former Merkle’s senior vice president and search capability lead. He brings deep search expertise to his new role of Managing Director of Performance Marketing Lab of Merkle. He has a team of experts and Google certified specialists from data science, media, Product design and development, analytics and market research.
On launching the new lab, Mierzejewski said that he is excited to kick start the processes in the Lab to develop better cross-channel marketing strategies because tremendous advancements are happening in Platform automation and advertisement technology consolidation. The firm also added that Performance Marketing Lab is ideal for advertisers who are confused to put their first-party data in their marketing campaigns. The Lab helps the user to connect all the available datasets to develop personalized advertising models that can lead to automated and scalable advertising across digital channels.
Miscommunication between developers and marketers in the organization is a challenge for most of the brands. Performance Marketing Lab of Merkle creates a collaborative environment and offers new opportunities for the brands to integrate their first-party and third-party assets across their marketing objectives.
Sweetwater, a leading online retailer of Music instruments works with Merkle’s Performance Marketing Lab. Mike Clem, Chief Digital Officer of Sweetwater said in a statement that ‘they were able to develop true relationships with their customers and invested time to understand the user’s individual musical goals and motivations. Merkle has been so valuable in translating customer preferences and understanding into innovative marketing strategies.
Merkle’s Performance Marketing Lab focusing on maximizing customer satisfaction and brand value through a framework having a standardised decision-making process which includes, data collection, data transformation, project design, marketing experience activation and optimization. The Lab provided the clients with a better understanding of where to invest their marketing budgets.
