Wunderman and Marketo Team Up

In the US, marketing software and solutions firms Marketo has partnered with ad agency Wunderman to launch a solution called 'insight-driven engagement'.

The solution aims 'to put data and measurement behind every customer interaction', measuring how marketing spend drives revenue across channels, and draws on Marketo's engagement marketing platform and measurement capabilities, and Wunderman's creative, strategic and analytical skills.

Marketo, whose software and solutions span digital, social media, mobile and off-line channels, has offices in Europe, Australia and Japan, and three in the US including its San Mateo, CA headquarters. In late 2014 it launched a research centre serving as a hub for collaboration with other organizations on marketing research and thought leadership.

Wunderman clients will now be able to execute, track, and optimize their campaigns through Marketo, while accessing Wunderman's global data - containing over 890 million consumer profiles - and integrating in real-time with its proprietary data management platform, Zipline. Wunderman is part of WPP and employs around 7,000 people in 60 countries.

Phil Fernandez, Chairman and CEO of Marketo says the partnership points to a future where 'CMOs can sleep better at night not only knowing they're reaching tens of thousands of customers with the right message at the right time, but that they can clearly demonstrate the impact of their spend'. Mark Read, Global CEO of Wunderman, comments: 'Marketing automation has tremendous potential but consumers don't want to feel that a machine is talking to them... Our partnership with Marketo will deliver this to Wunderman's clients through greater expertise with their platform and access to our unique data pre-loaded into Marketo'.

Web sites: www.marketo.com and www.wunderman.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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