The article examines Merkle's ambiguous role within Dentsu since its acquisition in 2020, with Pete Stein now tasked with defining its position. Merkle has transitioned to emphasize three areas: CRM, content and commerce, and data analytics. Stein's leadership has involved significant organizational changes, including the reassignment of various operations to enhance focus on data-driven performance marketing. New appointments have been made to streamline operations, aiming to deliver personalized marketing solutions at scale while integrating with Dentsu's broader ecosystem.
With the core of it being data and data-driven performance marketing - that's the legacy of Merkle - and knowing that we had acquired a lot of capabilities over the past four or five years to cover the entire customer experience, we realized that it made more sense to be a little bit sharper with our positioning and more focused.
The truth is, in many ways, Merkle was like a holding company within a holding company. With the core of it being data-driven performance marketing, we realized it made more sense to sharpen our focus.
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