Combined analytics business provides competitive advantage by delivering insights across all customer engagements

Merkle, a leading technology-enabled, data-driven customer experience management (CXM) company and part of dentsu, has announced that it is retiring its data analytics brand Merkle Aquila. The business will now be known as Merkle.

The rebrand marks the final step in Aquila’s integration into Merkle’s combined analytics offering in EMEA, which includes its market leading customer and digital analytics practises.

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Merkle acquired the data analytics specialist Aquila Insight in 2017 further strengthening and scaling its customer analytics offering across EMEA. Since then, the company has experienced sustained growth and has doubled in size across its offices in Edinburgh and London, delivering award-winning analytics and data transformation services through the Merkle Aquila brand.

Today’s announcement is an important step in the complete integration of Merkle’s digital and customer analytics capabilities across the EMEA region, acknowledging the fast-changing technology landscape and providing analytics across all customer engagements.

Merkle is redefining the future of customer experience management (CXM) globally, and continuously improving its data and technology offering to support clients on their customer experience transformation journeys. Data and analytics are now placed at the heart of everything Merkle does to meet the changing expectations of consumers, and drive growth for some of the biggest brands throughout EMEA.

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Anne Stagg, CEO Merkle and dentsu CXM Service Line, UK, said: “The Aquila team has been a fantastic addition to our business and I am excited about the opportunity that combining our capabilities brings to our clients’ transformation programmes. The integration of our data analytics business has transformed the service we offer, bringing leading edge data science, AI and automation to help a wide range of clients stay ahead of the fast changing technology landscape.”

Margaret Wagner, president of Merkle and CEO of dentsu’s CXM Service Line in EMEA, said:

“The integration of the Aquila brand is the final step in delivering a market leading combined analytics offering to our clients, which is unique to Merkle. The business has gone from strength to strength over the past three years and this growth will continue as it fuels our customer experience management offering to clients across the region.”