Merkle Launches Google Technology Practice

Customer experience management (CXM) company Merkle has launched a Google Technology Practice, which it says will fulfil marketers' demands for customer experience solutions and privacy-centric measurement.

By integrating the Google Marketing Platform and Google Cloud Platform, Merkle will offer teams across its parent the dentsu group access to digital analytics, ad tech, data engineering, AI and data strategy capabilities. The new practice will also see the launch of Accelerator, technology built natively in the Google environment which will automate configuration, deployment and activation of advanced marketing analytics solutions.

Housed within Merkle's 800-strong Data, Analytics and Martech division, the new practice connects brands with extended analytics and data capabilities to drive performance on Google platforms. It will be led by El Kanagavel, MD Performance Technology at dentsu UK, and Neil Collins, Head of Experience Analytics and Ad Tech at Merkle, who will take on new roles as co-Managing Directors of the practice.

Kanagavel says the launch connects clients to a 'market leading ecosystem' of data, technology and customer experience capabilities. Collins adds: 'Data engineering capability and CXM is now at the forefront of marketing. Merkle and dentsu's first party data capability means we can add huge value to clients in terms of verification and optimisation of data channelled through Google's technology stack as well as helping brands keep pace with the emerging opportunities the Google platform is creating'.

Web sites: www.merkle.com and www.dentsu.com .