New solution enables brands to grow, enhance, and activate first-party customer data

Dentsu and Merkle, dentsu international’s customer experience management (CXM) service line, announced it has completed the integration of Merkury, its identity resolution and data platform, into the Salesforce Customer Data Platform (CDP). Brands using Salesforce CDP will now be able to capture, unify, and activate their customer data across all channels without reliance on third-party cookies.

“As recent industry news affirms, the impending deprecation of third-party cookies is a certainty, and brands must transform in order to deliver privacy-safe and real-time customer experience,” said John Lee, corporate chief strategy officer, Merkle/CXM. “Delivering personalized experiences is only possible by understanding who customers are, recognizing what’s important to them, and by interacting with them in real time. The integration of Merkury’s identity resolution capabilities with Salesforce CDP empowers brands to transform cross-channel experiences.”

The integration is a powerful combination of Salesforce CDP’s capabilities unifying an organization’s first-party data with Merkury’s ability to grow an organization’s universe of first-party customer data and identify individual customers as they engage across channels. Merkury will enable clients to enrich their person-based customer profiles for segmentation and cookieless media connections. The integrations is available immediately within the US.

“Merkury’s integration with Salesforce CDP will enhance and accelerate the growth of first-party customer data, allowing enterprise brands to expand insights, cross-channel personalization, and addressable media targeting opportunities in an environment that protects the privacy of the consumer,” said Chris O’Hara, VP of Product Marketing at Salesforce.

“Brands need an agency that can help them meet evolving consumer demands in a privacy-safe and real-time way. They need a partner that offers identity solutions to support all facets of marketing, enables and coordinates second-party data relationships, and provides data ethics and diversity, equity, and inclusion guidance,” said Jacki Kelley, chief executive officer, Americas, dentsu. “Merkle was recently recognized by Forrester Research as a leader as well as for its ability help marketers transcend into a future without cookies¹.”

To learn more about how Merkle enhances and activates first-party data to deliver cross-channel personalized experiences, read the article or request a demo of the solution at marketing@merkleinc.com.

Salesforce, Salesforce Customer Data Platform and others are among the trademarks of salesforce.com, inc.

About Merkle

Merkle is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 12,000 employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC. Merkle is a dentsu company. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.

About dentsu

Part of dentsu, dentsu international helps clients to win, keep and grow their best customers and achieve meaningful progress for their businesses. With best-in-class services and solutions in media, CXM, and creative, dentsu international operates in over 145 markets worldwide with more than 46,000 dedicated specialists. Follow us on social @dentsuUSA.

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¹ The Forrester Wave™: Customer Database and Engagement Agencies, Q1 2021.

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