Merkle Opens Performance Marketing Lab

Data-driven marketing agency Merkle has launched a 'Performance Marketing Lab', helping clients incorporate a range of site behavior attributes into predictive models in order to optimise marketing spend.

Merkle is owned by Dentsu Aegis and uses analytics and other technology to help clients understand consumers and drive people-based marketing strategies. Its new lab works on project design, data collection, data transformation, marketing/experience activation and optimization. Sample projects include automating purchase propensity models, LTV scoring connected to conversions, and audience message sequencing across search and display campaigns.

The lab is led by Managing Director Matthew Mierzejewski (pictured), who previously served as Merkle's SVP, Search Capability Lead, and will now oversee a cross-functional team of experts and Google certified specialists across media, data science, IT, product development and design, market research and analytics.

Commenting on the launch, Mierzejewski said: 'The lab helps connect all available datasets to develop rich, personalized advertising models that lead to scalable and automated advertising across digital channels; ideal for advertisers who are sitting on a mountain of first-party data, but aren't quite sure how to put it to work in their marketing campaigns. Its collaborative environment also offers new opportunities for brands to integrate and leverage their first- and third-party data assets across their people-based marketing objectives'.

Web site: www.merkleinc.com .