Guest Blog – Merkle & ActionIQ: An Unbeatable Duo

Today’s customer journey is complex, but Merkle & ActionIQ can help. The speed at which they make decisions and expect a response is faster than ever. A customer data platform helps you meet your audience in the right moment.

Merkle’s expertise in data, technology, and analytics, combined with ActionIQ brings business agility and innovation together with the power of an integrated customer experience platform. We help you collect, standardize, govern, and orchestrate data to provide a single view of your customers.

Our joint solution supports big data with real-time data ingestion and distribution, which is critical for audience management in today’s always-on digital world. Additionally, we secure your customer data by deploying best practices for data encryption and security technologies.

How it all works

It all starts with Merkle’s Rapid Audience Layer and Dentsu Aegis Network’s M1ID. These cloud-based solutions allow you to quickly centralize and unify your marketing data – all within a matter of weeks! Through the setup process, data is cleaned while centralizing and storing disparate data. The solution is an affordable start and can grow with your needs.

From there, ARCHIE, Merkle’s insight delivery solution is introduced. This allows you to enable data-driven decisions with standard and customized dashboards, cross-channel attribution and media mixed modeling and scenario planning.

This is all fed with ActionIQ to define, orchestrate, and iterate. ActionIQ allows for 100% self-service audiences, real-time operational intelligence and omni-channel campaign orchestration. Together, these solutions create a fully integrated tech stack, enabling marketing intelligence and operations, connecting everything from CRM, your ad server, paid social, website, ESP, Media, and more.

The Adoption Process

Successful adoption of this joint solution is dependent upon taking the right approach throughout the buying life cycle, from initial consideration to the ongoing enhancements required for a deployed solution.

Marketers tend to look at the integrated data platform as a database. It becomes a singular, monolithic object to store and manage data for the marketing organization, and unfortunately, it also becomes the boat anchor, inhibiting massive leaps forward in marketing efforts. The principle purpose of the integrated data platform should be to enable marketing agility and marketing innovation. To learn more on integrating your tech stack, check out Imperative two of Merkle’s 2019 Imperatives.

Want to learn more? Join Merkle and ActionIQ for a webinar on Tuesday, October 8 to build on our panel discussion at DynamIQ Exchange 2019. This webinar will focus on the core principles for designing the optimal stack for your business and how a CDP helps accelerate the growth of your tech stack. In addition, we’ll provide a demo of the Merkle and ActionIQ solution. Sign up here.