The Merkle │Comet and Pegasystems® Unified DMP solution bridges the two unique worlds of AdTech and MarTech with pre-built technology solutions that deliver new, previously unachievable use cases
Merkle, a leading technology-enabled, data-driven performance marketing agency, and Pegasystems, a leading provider of customer engagement software, announced the launch of the Unified Data Management Platform (DMP). Unified DMP is a solution that unifies AdTech and MarTech to enable more effective and relevant digital ad campaigns and omnichannel experiences. By combining powerful DMP technology with advanced AI, marketing organizations can optimize ad spend, reduce attrition, improve acquisition rates, and increase revenues.
The unified DMP solution offered by Merkle | Comet, Pega® Customer Decision Hub, Pega’s decisioning technology, is a two-way integration of your DMP and marketing technology—and is unique in the marketplace.
Unified DMP Delivers MarTech and AdTech Customer-Centric Analytics
The Merkle │Comet and Pegasystems® Unified DMP will unify AdTech and MarTech, enabling marketers to create refined omnichannel customer journeys based on the best practices and standards. Marketers can rely on the DMP to define, implement, and measure their marketing strategy and assign marketing spend.
Marketers can assess the exact roles and contribution of MarTech and AdTech in data management, analytics, orchestration, and activation. Overall, the new DMP unravels the growing tenacity among MarTech and AdTech vendors to deliver unified solutions for “Customer Centricity.”
Matthew Mobley, Executive Vice President, Chief Technology Officer, Merkle, said –“With a wider adoption and utilization of DMPs and the growing maturity of their implementations, the two unique worlds of AdTech and MarTech can be bridged. We’ve addressed that challenge with Merkle’s Unified DMP, a pre-built solution that delivers omnichannel customer journeys across paid and owned media.”
New DMP is a Two-Way Integration between Paid Media and Customer Engagement Data
Unified DMP delivers on the promise of AdTech and MarTech convergence by closing the gap between prospecting and customer marketing activities in a central data platform. Powered by the integration of Merkle and Pega technology with Merkle|Comet expertise, the solution brings two-way integration between paid media activity and customer engagement data. This allows businesses to orchestrate more personalized, omnichannel journeys across ad and marketing channels that meet customers’ or prospects’ needs.
Truly Deliver Omnichannel User Experience with Unified DMP
According to Frank Sinton’s article, both MarTech and AdTech provide customer data. While MarTech provides first-party customer data, AdTech delivers anonymous data on a much larger group of consumers. As the CEO of Beachfront Media puts it– “Together, these insights can complement each other, resulting in increased targeting capabilities.” He further adds, “… converging the marketing data to inform the content, with the AdTech data to understand the audience and targeting, truly transforms the user experience.”
Build, Measure and Refine Owned and Paid Media Channels for Every Individual
“Most organizations tend to overlook how more relevant online ads not only drive higher conversion rates but also contribute to the customer’s overall perception of the company,” said Tom Libretto, CMO, Pegasystems. “By combining Merkle’s and Pega’s technology and expertise, we’re helping marketers ensure a consistent customer journey with next best actions taken across owned and paid channels for each individual.”
With a unified solution, marketers can go beyond user ID records and segmentation. By tapping into any interaction a customer has had with the brand – from a customer service call to ordering products – the solution ensures customers are served an ad tailored to them. Conversely, the customer’s response to a digital ad feeds right back into the Unified DMP to improve how they will be serviced, sold, or marketed to at the next point of contact.
The Role of AI in Unified DMP
Implementing AI-based algorithms to DMP and audience management platforms serve the following benefits-
- Optimizing marketing spend
- Reducing churn/increasing loyalty
- Improving acquisition rates at lower cost
- Expanding cross-sell/upsell opportunity
- Increasing Average Revenue per Customer (ARPC)
To learn more about the latest DMP, marketers, and advertisers could attend the complimentary webinar — The Unified DMP: The Key to Better Understanding Your Customers and Measuring Marketing Effectiveness, on Tuesday, July 11th at 11:00 AM ET featuring Pega and Merkle executives.
The launch of the Unified DMP demonstrates an acceleration of the strategic partnership between Merkle|Comet and Pega. The Pega® Customer Decision Hub powers the Unified DMP with advanced AI to analyze the integrated data and determine the next best action to take with each customer or prospect. This means marketers can micro target customers at the optimal bid price with the most relevant ad on owned and paid channels. This intelligence is generated in real time, allowing campaigns to continually adapt based on each new interaction a customer has across these channels.
Merkle | Comet has implemented numerous Pega Marketing enabled Customer Decisioning Programs across industries focused on Customer Interaction Management, Next Best Action, revenue generation, and churn management. The Merkle | Comet Decisioning Factory Methodology, Foundation Logic, and Business Agility capabilities enhance the rapid delivery of Pega Marketing Decisioning Programs at low cost and low risk to help generate optimal ROI.