Merkle is a leading technology-enabled, data-driven performance marketing agency. It has launched a new Performance Marketing Lab, which comprises a cross-functional team of data scientists, developers, media experts, analysts, and product engineers, who develop proprietary solutions and ensure their AdTech and Martech investments deliver greater digital marketing value, leverage best-in-class products to help brands.
The Lab is led by Matthew Mierzejewski. Previously Merkle’s senior vice president, search capability lead, Mierzejewski contributed his deep search expertise to his new role as MD of the Performance Marketing Lab. He will be managing a team of experts and Google certified specialists across media, data science, product development and design, IT, analytics, and market research.
The Performance Marketing Lab offers a collaborative and holistic approach to each and every component of the Google Marketing platforms. The cross-functional team builds proprietary solutions that combine with leading market products to inject data-driven innovation into client’s media programs.
The performance Marketing Lab helps brands develop better cross-channel marketing strategies and tremendous advancements in platform automation and AdTech consolidation. As said by Mierzejewski, Merkle’s Performance Marketing Lab is ideal for advertisers who are sitting on a mountain of first-party data but are not sure how to put it to work in their marketing campaigns. The lab helps to connect all the available datasets to develop personalized advertising models that lead to automated advertising across digital channels.
Marketers wish to mature their advertising by way of leveraging more automation to better connect customer touchpoints. Merkle’s Performance Marketing Lab specializes in maximizing brand value, acceptance, and customer reach through a maturity framework. They are focusing on leveraging a standardized decision process that includes project design, data transformation, data collection, optimization, and marketing or experience activation. The sample projects include LTV scoring connected to conversions, automated purchase propensity models, audience message sequencing across search and display campaigns. After the launch of the lab, it has helped clients such as Sweetwater and rugs.com to incorporate various site behavior attributes into predictive models. It also provides a better understanding of where to invest their marketing budgets.