Merkle Acquires Comet to Widen its CRM Delivery Globally

By CIOReview | Friday, March 4, 2016
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COLUMBIA, MD: Customer Relationship Management (CRM) based global technology industry witnesses Merkle acquiring Comet. Merkle is a US based marketing agency which is driven by data in the form of analytics and technology to give an optimized customer insight; Comet Global Consulting, supports the implementation of CRM, marketing, and decision management solutions.

The aim of acquiring Comet is to extend the Merkle’s borders of its global client base which stands ahead in the growing market. It can be noted that Merkle has made two acquisitions before Comet namely the Periscopix, performance marketing and programmatic agency and DBG, a marketing solutions agency. Not only focusing on expansion of its brand, but the acquisition also views to improve their solutions delivered to US by building a partner alliance and strengthening the real-time decision-making capabilities.

To optimize the solutions which are delivered to the clients globally, Merkle tethers with Comet as it drives the growth and profitability of large enterprises by enabling them to interact with their customers with greater transparency. Comet is also coupled with CRM software providers, such as Pegasystems, IBM and SAS. Comet implements advanced marketing automation and enhance resolving power capabilities of its clients. “Merkle’s are tech-savvy digital marketers who understand the importance of what Comet does – helping large enterprises build relevant and valuable interactions with their customers. The new capabilities of our combined organizations are going to offer our clients,” states Sam Taverner, Group Managing Director, Comet Global Consulting. The acquisition combines the expertise of Comet in telecommunications, financial services, and retail, travel, and media industries to Merkle’s blueprint of product or service delivery.

Comet boasts of many international clients like the Telefonica O2, Royal Bank of Scotland, Standard Life and many more; the combined efforts seeks to bring Merkle’s total number of employees to more than 500 and more than 3,400 worldwide hence expanding the delivery of the software solutions globally. David Williams, Chairman and CEO, Merkle says, “As a real-time decision management leader in both the US and Europe, Comet’s strategic offering, geographical presence, and impressive multi-national client roster are the perfect fit to bolster our offering and solidify our position as a global leader in performance marketing.”