Merkle Introduces Cloud-based Rapid Audience Layer Solution for Data Management

By CIOReview | Monday, March 18, 2019

Merkle, a marketing agency that is a pioneer in technology-enabled and data-driven performance has launched Rapid Audience Layer (RAL), which is a public cloud-based marketing data management solution. RAL enables the quick integration of multiple data sources to deliver rich audience insights. Merkle is also known for providing marketing technology services such as design, integration of marketing technology platforms, systems integration, and decision management.

RAL offers a centralized way to store the multiple data sets that include- CRM, digital, and third-party data. With leveraging the latest scalable cloud technologies and shared support systems, RAL is a user-friendly and quick-to-deploy solution that provides marketers with the benefits of preliminary data management. Moreover, the solution also offers standard data hygiene and identity resolution, enabling marketers to recognize the same individuals across several data sources.

After the switch to the RAL solution, Merkle clients have witnessed 50 percent reduction in time spent on data management and manipulation, with additional results depicting 25 percent quicker onboarding and a decrease of 32 percent in duplicative customer and prospect records after customer data integration (CDI) processing.

“Most marketers agree that data management is challenging and not an area they want to focus the majority of their time on,” said Ankur Jain, senior vice president, strategy lead, cloud platforms at Merkle. “RAL encapsulates Merkle’s decades of subject matter expertise in data management, technology architecture, reporting, and audience insights into a tool that allows brands to start small and build upon the foundation of their data,” he added.

The RAL solution incorporates expandable features that are used to meet marketers’ needs. Additional tools and extensions include the Dentsu Aegis Network M1™ integration, BI reporting, Merkle DataSource™, and customer data platform (CDP) integration. Once the clients are ready to adopt this solution, RAL can be upgraded to a custom database solution with client specific complex business rules and custom consumption processes. In RAL solution’s first release, identity resolution functionality is restricted to business-to-consumer (B-to-C) applications.

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