Merkle Brings Analytics and Marketing Technology Chops to Optimize Auto Manufacturer’s Customer Journeys

A data-driven mindset and Salesforce Marketing Cloud expertise were critical to the project’s success

Merkle, a Dentsu Aegis Network company and leading technology-enabled, data-driven performance marketing agency, enabled a North American auto manufacturer to leverage Salesforce Marketing Cloud to personalize customer journeys and meet business goals. With a 30-year heritage in data, analytics, and technology, Merkle has deep knowledge of working with brands to optimize marketing technology investments by seamlessly integrating the marketing technology stack to bring the maximum value of each tool to life.

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In a time where customer journeys are becoming more complex, great advancements have been made in marketing technology, allowing marketers to understand customer behaviors and preferences in real time, and use that information to activate relevant and personalized messages to customers at the 1:1 level. While the client fully understood its unique business goals and consumer engagement strategy, Merkle’s deep expertise in Salesforce Marketing Cloud combined with a data-driven mindset, enabled the auto manufacturer to engage with consumers with personalized information and content in order to meet business goals.

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Through this collaboration, the auto manufacturer was able to:

• Enhance consumer engagement efforts by expanding their target audience 10x through Marketing Cloud
• Reduce media waste through unique audience suppression techniques
• Drive higher click-through rates and lower cost per acquisition rates

“Merkle’s Salesforce expertise helps brands evolve consumer-led, digital-first relationships,” said Tom Miller, Senior Vice President, Alliances and Partnerships at Merkle. “The client’s successes are a testament to this collaboration, and we are excited to help more clients optimize Salesforce’s platform technology to meet business goals.”

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