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Merkle Connected Recognition Identity Association Tool Now Available

May 08, 2014

After a successful year in beta, the Connected Recognition (cR) identity association tool from Merkle is now available to all the clients of the company.

Merkle is a technology enabled, data driven customer relationship marketing (CRM) firm. For more than two decades, it has been working with various enterprises to design, execute and evaluate connected CRM programs by combining a complete range of marketing, technical, analytical and creative disciplines.

Connected Recognition (cR) is a cloud-based connected recognition service that enables the management and association of identity attributes across all channels and media. With the help of this solution, marketers will be able to obtain a holistic 360-degree view of their customers, through a longitudinal examination of a customer’s overall experience with a brand, also known as the event stream.

As a connected recognition service, cR creates an integrated identity map, inclusive of both data standardization and data hygiene. The processes are unique and customized for each type of data, such as website, mobile device, e-mail and mailing address.

The individualized identity map and event stream generated by cR can become a major driver in the success of marketing organizations, says the company. These features provide organizations with the ability to understand customers and segments, improve budget allocation across multiple customer touchpoints, and deliver truly personalized experiences to individuals.

In addition, the cR creates a common, anonymous identifier that can be used to connect the data. Then, the solution utilizes a combination of traditional offline customer data integration (CDI) with additional processing to handle anonymous linkages, also known as digital data integration (DDI).

Matthew Mobley, chief marketing technology officer for Merkle, said in a statement, “As the number of addressable channels and media has exploded, organizations have been clamoring to rationalize and associate the resulting plethora of available data.”

Mobley added, “After significant investments in time, capital, and talent, we are excited to release the Connected Recognition platform that accomplishes this goal. By linking the traditional data integration methods of yesterday with the digital data integration needs of today, we are able to create a map of an individual across multiple channels, which in turn enables brands to deliver a uniquely personalized customer experience.”

Bottom-line is that the cR solution fuels the execution and optimization of integrated offline and online marketing and sales strategies, while supporting a brand’s commitment to consumer privacy, say sources from Merkle.

Edited by Peter Bernstein

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