Merkle Launches Social Media CRM Wing

In the US, customer relationship marketing (CRM) specialist Merkle has opened a new social media measurement division, 'Merkle Connect'.

Merkle works with clients to design, execute and evaluate integrated customer marketing programs, and the new agency promises to do the same for social media communications, measuring behavior at the 'fan level' and segmenting clients' social media audiences with the aim of sustaining their engagement.

Rich Fleck, who is VP and General Manager of the new venture, comments: 'The formation of Merkle Connect helps clients move away from using social as a mass media, and start targeting messaging based on how their social audience behaves. We bring a deep-rooted foundation in strategic consulting, data-driven analytics and creative, together with digital media expertise, to help our clients align social marketing strategies with consumer behaviors.'

Web site: www.merkleinc.com .