Merkle, a Specialized GCP Partner, Redesigns Data Integration Strategy for Clients Including Canon U.S.A.

Merkle, a leading technology-enabled, data-driven performance marketing agency, announced it has received Marketing Analytics Partner Specialization in the Google Cloud Partner Advantage Program.

Achievement of this Specialization demonstrates Merkle’s ability to help brands integrate data from disparate sources to enable data-driven, customized marketing. This includes collecting, transforming, analyzing, and visualizing data, and then using these insights to optimize marketing strategy and activation. Google Cloud Platform (GCP) products used within this Specialization include BigQuery, Data Transfer Service, Cloud Dataflow, and Cloud Machine Learning Engine.

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“We are thrilled to receive this Specialization from Google Cloud,” said Ankur Jain, senior vice president, Cloud Platforms at Merkle. “This achievement places us in a select pool of partners who specialize in data-driven marketing and harness cloud computing to generate meaningful marketing insights. We continue to commit ourselves to achieving the best business results for our clients through data management, IT, and cloud innovation. The use of Google Cloud’s tools further enhances these capabilities and results.”

Demonstrating the success of this Specialization, Merkle recently partnered with Canon to redesign the company’s entire business-to-consumer marketing strategy. Merkle achieved this by building a best-in-class CRM ecosystem that integrated Canon’s database and multi-channel campaign management platform on GCP. The partnership resulted in 50 distinct data sources on Google BigQuery and 24 million unique customers, loaded from more than 10 years of CRM database history onto GCP. Additionally, Merkle reached 750,000 customers through 30 new campaigns, allowing Canon to further advance its CRM strategy.

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“Google Cloud and Merkle played a big role in helping us advance Canon’s B-to-C strategy,” said Mike Lebron, senior director and division head of IT Innovation Center, Canon U.S.A. “Google Cloud provided us the scalable platform, while Merkle leveraged its marketing and data management expertise to build a holistic solution that drives world-class omni-channel customer experiences.”

“With their deep data and analytics expertise, the Merkle team helped us define and prioritize a strategic roadmap that allowed us to transform our business and meet our ‘north star,’ shifting from a product-centric focus to customer-centric point of view,” said Rita Dubey, senior director, CX Planning and Strategy, CX Marketing at Canon U.S.A. “In the past, we’d bring leads into our CRM program – from events, new product launches, social platforms, etc. – and it wouldn’t go anywhere. With Merkle’s partnership, we’ve implemented a customer lifecycle process and campaigns that flow through acquisition, onboarding, engagement, and reactivation to grow the wallet share of our customers.”

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