Better Together: Zeta and Merkle Elevate Customer Relationships Through Precision Marketing

Brands today face a major challenge: capturing the full customer experience across a growing number of marketing channels and mediums. It’s no small feat. To meet this demand, brands aim to achieve a holistic view of their audience to engage, convert, and retain loyalty. To simplify this process, Zeta has partnered with Merkle, a dentsu company, to offer brands the tools and expertise needed to understand and connect with their audiences more effectively.

The Power of Zeta Data Cloud and dentsu’s Merkury Solution

At the heart of this collaboration is the Zeta Data Cloud featuring an extensive identity graph encompassing over 240 million Americans. With unique identifiers, including Zeta’s proprietary Zync ID, brands can now detect consumer intent and interest more accurately than ever before. By integrating transactional, locational, and online intent signals—powered by AI-driven marketing technology—the Zeta Data Cloud equips brands with the insights they need to acquire, retain, and grow their customer base effectively.

On the other side of this partnership is Merkury, dentsu’s identity and data platform, that unifies known and unknown, online and offline customer data into a single person ID. By securely matching customer data and using a powerful site identity tag that achieves 50%+ match rate of site visits, Merkury enables comprehensive consumer profiles that are always up to date and readily accessible.  Brands gain deeper insights into shoppers at the person ID level, enabling them to understand and reach them with unparalleled precision.

A Unified Approach to Customer Insights

The integration of Merkle’s and Zeta’s solutions offers brands unmatched capabilities. By identifying and resolving previously unknown consumers, brands achieve a comprehensive view of their audience, streamlining data flows and enriching their marketing strategies.

This collaboration also facilitates the reidentification of anonymous users. When an anonymous visitor lands on a brand’s website, their cookie ID can be matched within the Zeta Data Cloud and linked back to the ZMP. This reidentification capability is crucial for executing personalized marketing efforts, or creating look-a-like campaigns, ensuring no potential customer falls through the cracks.

Success Story

A national discount retail chain exemplifies the success of the Zeta and Merkle partnership. With nearly 1,400 stores across the U.S., the brand engages over 20 million active email subscribers and 22 million active customers. Its marketing strategy focuses on delivering exceptional value, surprising products, easy shopping, and a delightful customer experience.

By leveraging the integrated solutions from Zeta and Merkle, the retailer has built a thriving community of shoppers/consumers, driven incremental store visits, increased brand awareness, and delivered personalized marketing that aligns with their strategic goals. This partnership has enabled the company to understand and meet the needs of their customers and prospects on a deeper level than competitors.

Discover the Power of Zeta and Merkle

The Zeta and Merkle partnership is a game-changer for brands looking to capture identity and understand their audiences. As the digital landscape continues to evolve, the synergy between Zeta and Merkle stands out as a testament to the power of innovative collaboration in shaping the future of personalized customer-centric marketing. By combining the strengths of Zeta’s Data Cloud and Merkury, brands can unlock new opportunities for customer engagement and growth.