Merkle Delivers Marketing Knowledge Center Database to Procter & Gamble
Tuesday, 18 April 2006
Database marketing agency Merkle earlier this month announced that it has delivered a customized Marketing Knowledge Center to Procter & Gamble. The Marketing Knowledge Center was designed and built by Merkle for P&G to enable the company to manage many aspects of its opt-in, multichannel direct-to-consumer marketing campaigns in North America for more than 60 nationally recognized brands, including Olay, Pampers, Folgers, Tide, and Crest.
Merkle's Marketing Knowledge Centers are comprehensive database marketing infrastructures that provide advanced insight and execution capabilities into multi-channel marketing campaigns at both the operational and strategic levels. Marketing Knowledge Centers support all critical areas of a successful marketing approach by analyzing, creating, executing and measuring consumer behavior and media campaigns in a fully integrated environment. Using this technology, Merkle will enable P&G to consolidate data across all of its brands, which will provide a unified view of consumers.
"By working with Merkle, we are gaining the ability to better serve our consumers through our direct communication with them," said Willie Alvarado, Director, Global Business Services, P&G. "Additionally, we expect to be able to better evaluate the success of our direct marketing programs through the use of quantitative facts."
"Merkle is excited to be providing data-driven marketing solutions to Procter & Gamble, a highly respected and recognized global marketing leader. We have worked closely with the company to develop what we believe to be one of the largest opt-in databases in the country," said David Williams, President and CEO of Merkle. "Customer-focused organizations require advanced infrastructures that provide the ability to track multi-channel marketing programs and consumer activity across the entire marketing lifecycle to ensure that promotions are properly executed, measured and, most of all, deliver significant results."