Merkle, a leading technology-enabled, data-driven customer experience management (CXM) company, announced that it has signed a Strategic Collaboration Agreement (SCA) with Amazon Web Services (AWS). Through this collaboration, Merkle can help enterprises accelerate data transformation using AWS, reinforcing its commitment to helping brands deliver the total customer experience.

This relationship will serve clients undergoing data modernization by providing an end-to-end accelerated cloud transformation solution. The move will support the scaling of Merkle’s AWS practice with deeper collaboration in the development of products and services in the field of data and analytics.

Marketing Technology News: Top COVID-19 Survey: Brits Way Ahead of French, Germans and Americans in Digital Shopping Trends

Under this SCA, Merkle and AWS will help clients transform with industry-specific cloud-based data management solutions that leverage artificial intelligence (AI) and machine learning (ML). These solutions, including Merkle’s proprietary Rapid Audience Layer (RAL), will be offered in AWS Marketplace and available to all AWS customers, allowing them to insource their technology stack.

Merkle developed a fully integrated, enterprise-wide member and prospect database leveraging AWS for AARP. Through this work, AARP consolidated data across 650 million known prospects and 129 million members to support campaign management, real-time services, list-sourcing, and analytics capabilities. Read more about the case study here.

“To power AARP’s customer-centric focus, we needed to deliver more relevant content to customers in real time, while simultaneously capturing new data and insights,” said Bill Gale, vice president, enterprise data at AARP. “This required us to modernize our data approach and build a new enterprise data platform (EDP) in a cloud-based environment, bringing data from across the organization together into one place. Merkle helped us identify AWS as the right provider for our needs and apply a product approach to build and run the EDP.”

“Our technology partners play a crucial role at Merkle, enabling the customer experience across every touchpoint, including marketing, sales, service, and commerce,” said Craig Dempster, global CEO at Merkle. “We are thrilled to enter this agreement with AWS and are dedicated to helping our clients achieve their digital transformation goals by leveraging the innovative services that AWS provides.”

Marketing Technology News: Varicent Appoints Alison Elworthy to Board of Directors

“Merkle is committed to helping the best brands in the world deliver the total customer experience through customer insights that drive more relevant and actionable information,” said David Fuess, Director, Global System Integrators at Amazon Web Services, Inc. “We’re delighted to collaborate with Merkle to help customers enhance their customer experiences by modernizing their databases and platforms to provide them with deeper and actionable insights.”

“Merkle has been at the forefront of data modernization serving marketing organizations,” said Ankur Jain, senior vice president of cloud solutions at Merkle. “Our relationship with AWS allows us to expand our cloud practice beyond marketing to meet increasing demand across enterprise IT organizations. We are excited to work with AWS as we continue to help some of the world’s largest brands transform their data to meet the needs of today’s consumers.”

Marketing Technology News: Deltapath Announces Teams Gateway For Voice Enabling Work From Anywhere Capabilities