Merkle - New Product or Service Introduction of the Year
Company: Merkle
Company Description: Merkle is a leading data-driven, technology-enabled, global performance marketing agency 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 agency’s heritage in data, technology
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: New Product or Service Introduction of the Year
Nomination Title: Merkle Launches Merkury Identity Resolution Platform
Specify the date on which this campaign or program was launched: On February 11, 2020 Merkleannounced the launch of Merkury. http://bit.ly/3bhv5Jc
In 18 months, the marketing world will be severely disrupted as the third-party cookie depreciates across Google’s Chrome browser. Marketerswill notbe able to personalizeexperiences asthey’vedone previously.They’llneed the ability to resolve each customer’s unique identity across channels. Merkle’sMerkuryplatform is the solution.
Merkury is Merkle’s identity resolution and data platform. It's designed to power the creation of first-party“private identity graphs” for both brands and publishers.
Consumer privacy and the death of the third-party cookie are changing the rules for digital and cross-channel marketing.Going forward, both marketers and publishers will begin with their first-party relationships to create owned, private identity graphs that generate addressability while maintaining their own intellectual property. These brands will be able to network their private graphs with partners and publishers in a way that increases addressability for all in a privacy safe way. Merkury’s mission is to serve as a neutral technology enabler of the private graph, supporting seamless interoperability between brands, publishers, and technology platforms.
Through this integration of existing and acquired capabilities, Merkury provides clients with a complete identity and data platform, including identity resolution, third-party data, marketing technology integrations, and data privacy clean rooms. These components will be highly customizable to each client’s needs and can be managed and hosted internally by clients.
Merkury will be operated as an independent, neutral entity open to serving the entirety of the marketer, media owner, and technology ecosystem, irrespective of agency relationships
For judging purposes only
The team came together and set forth to accomplish the following goals:
1. Change the mindset of our clients, prospects, analysts, and within the media—Guessingis notgood enough. In today'sworld,the only way to deliver the experiences your customer demands is through identity. You need to know whoyou'retalking to. You need to create your own walled garden.
2. Position Merkle as the leader in Identity-driven marketing partner for Fortune 1,000 brands—ifyou'renot working withMerkle,you'rein trouble.
3. LaunchMerkuryas the identity resolution platform that is a direct competitor/disruptor to market platform leaders,LiveRampand Neustar.
4. Be simple andclear with product messaging.
5. Drive demand and opportunities for Merkle's Identity resolution platform.
Marketing drove the developmentand executionwhich incldued:
-Honing in on our story/value prop
-Creatingclear and simple messaging
-Strategically identifyingour audience
-Development of assets: landing pages, one pagers, internal training, sales decks, email scripts, social, PR, use cases, webinars, blogs, articles, FAQ
Merkury Landing Page https://merkury.merkleinc.com/
Merkury One Pager
https://admin.stevieawards.com/utility/downloadAttachment.cfm?attachment_id=222643
Merkury Press Release https://admin.stevieawards.com/utility/downloadAttachment.cfm?attachment_id=222648
Merkury Loyalty Webinar https://www.merkleinc.com/news-and-events/webinars/how-solve-identity-challenges-using-promotions-loyalty-featuring/thankyou
Merkury FAQ https://admin.stevieawards.com/utility/downloadAttachment.cfm?attachment_id=222652
Merkury Marketing Launch Plan https://admin.stevieawards.com/utility/downloadAttachment.cfm?attachment_id=222830
Merkury Product Overview Deck https://admin.stevieawards.com/utility/downloadAttachment.cfm?attachment_id=222834
Now Tech Identity Resolution Report Q3 2020- mention of merkle on pages 5 & 10 http://file:///Users/scoronel/Downloads/Now_Tech_Identity_Resolution_Q3_2020.pdf