Company Overview

Merkle (founded in 1988) is part of the Dentsu Aegis Network and one of the nation’s largest performance marketing agencies. Merkle also has a significant Data Solutions business that operates independently from the agency side of the business and is focused on sourcing and enabling the best data assets from across the ecosystem.

Merkle’s DataSource is the foundation of Data Solutions is made up of 129 MM households, 300 MM individuals, and 500 MM email addresses and is optimized for use across all channels offline and online.

Data Collection Methodology

With a unique offline data aggregation process, Merkle’s DataSource brings the best performing data into addressable digital segments that are accurate, predictive, descriptive, and actionable — all to reach high value prospects and drive higher marketing ROI.

Merkle’s approach is based on:

• People-Based Data – Merkle uses real data tied to real people in a privacy-safe environment that enables complete addressability in marketing campaigns.
• Analytics – Data sourcing called DataLab — where the highest quality digital segments are built based on the highest coverage, descriptive power, accuracy, and predictive power.
• Testing – Merkle evaluates data across real businesses to identify the right data and ensure its effectiveness.
• Multi-Channel Marketing Expertise – Merkle’s data solutions provide unified targeting based on the same ID across all channels.

Types of Data Sets Available

• Auto
• Demographic
• Finance
• Home and Real Estate
• Lifestyle and Interest
• Past Purchase data through a partnership with VISA
• Personas