Tuesday, May 16 2pm EST
The Unified DMP:
The Key to Better Understanding Your Customers and Measuring Marketing Effectiveness
Customer-centricity is at the heart of many organizations. In order to truly achieve this state, advertising technology and marketing technology capabilities must be integrated to identify customers—across all channels and media—and enable data to flow freely from one personalized engagement to the next. Organizations that fail to integrate these two worlds will not be able to fully understand their customers and measure the effectiveness of their marketing efforts.
In March 2016, Merkle, a data-driven technology-enabled people-based marketing agency, acquired Comet, a leading global provider of inbound and outbound CRM, marketing, and real-time decision management solutions. This powerful relationship delivers on the promise of the AdTech/MarTech convergence, linking prospecting and customer marketing activities through an integrated Data Management Platform (DMP) with the Comet Accelerators. A unified marketing strategy across both owned and paid media enable myriad new use cases that have not been possible before now.
- Growing importance and demand of a unified AdTech and MarTech worlds
- Four foundational unified use cases
- Merkle and Comet unified DMP solution