Merkle, dentsu’s leading technology-enabled, data-driven customer experience management (CXM) company, today announced it has achieved Select Tier Partner status with data cloud company, Snowflake. The achievement comes as Merkle expands its partnership to provide Snowflake clients access to DataSource, its foundational people-based data set spanning demographic, financial, real estate, lifestyle, automotive, and select transactional categories.
“With regulatory changes, as well as continued momentum in the identity space, data and privacy are top priorities for marketers. As a data, technology, and services partner of Snowflake over the past several years, we are thrilled to build on our ongoing relationship that will help our clients be more efficient and effective with their data,” said Matt Seeley, global marketing tech and data management lead at Merkle.
As a Select Tier Services Partner, Merkle will leverage Snowflake’s marketplace to continue enabling brands to seamlessly enhance and bolster their first-party data with accurate and predictable third-party data, resulting in hyper-personalized customer experiences. In addition to the current services Merkle offers on the data platform, the relationship between Snowflake and Merkle now makes acquiring and testing third-party data more efficient and integrations seamless. Snowflake users can take the expanded third-party data into their environment, append to their first-party data, and evaluate the data’s efficacy and impact on their customer experience efforts. These enhancements are done in a privacy-safe manner via a secure sharing platform that does not require setting up additional secure portals to support personally identifiable information sharing.
This capability is highly sought after by brands who are focused on using data to drive powerful customer experience marketing. Specifically, the Snowflake platform became the single source of truth for Abercrombie & Fitch since partnering with Snowflake and Merkle. Snowflake, coupled with Merkle’s third-party data, enriches and drives insights about customer experiences.
“We are constantly focused on listening to our customers and adapting to their needs, and we know today’s consumer demands a relevant, personalized experience. Snowflake and Merkle have been strong partners in helping us deliver that. Together, we have generated faster insights and democratized relevant data across our organization to drive more dynamic, bespoke experiences for our customers,” noted Abercrombie and Fitch.