CUSTOMER STORIES
Merkle Enhances Data Privacy, Marketing Analytics and AI Innovations
With Snowflake, Merkle manages vast amounts of marketing data with a focus on privacy, efficiency and innovation, integrating Cortex AI and Document AI for richer analytics and customer solutions.
Industry
TechnologyLocation
Lanham, MarylandStory Highlights
- Enhanced data privacy and security: Using Snowflake’s security-first architecture to manage sensitive customer data and personally identifiable information (PII), Merkle ensures compliance and protects data for a long list of Fortune 500 companies.
- Richer insights, better targeting: Merkle uses Snowflake to merge vast amounts of first-party and third-party data for clients, enabling them to run detailed analytics that help target audiences with precision.
- Faster data access for more effective marketing campaigns: Merkle now quickly and efficiently provides clients with access to the data they need for robust marketing campaigns, helping them optimize and deliver value faster.
Video Transcript
This transcript was automatically generated.
My name is John Gajewski. I'm a senior vice president at Merkle. I run an innovation team.
So my role is to basically spearhead new ideas, new innovations to drive our business forward. So we have a mass massive amounts of data on behalf of our customers.
We merge it together between first party, third party data, and then we do analytics to help them target audiences in a variety of ways.
I'm Morten Lileng. I'm an SVP of identity management and architecture for Merkle and Dentsu. Data in the marketing industry is just incredibly important.
And some of the things that we've done, the last ten years with data is to make sure that we got enough data, enough, quality data to be able to, send the right marketing message to the right person at the right time and with enough, or with the correct frequency.
Merkel is obsessive about data privacy where our customers are concerned.
We have a lot of the customers on our customer list are Fortune five hundred companies. We deal with a lot of people who are extremely public, and we're often dealing with PII, sensitive data.
Being in Snowflake, which was built from the ground up architecturally with security first in mind, has just made so many conversations so much easier for us.
We chose Snowflake as our main, data partner because Snowflake makes it so incredibly easy for us to to do the right thing with data, to make sure we are, treating data in the correct way, to make sure we can iterate and bring value to our clients incredibly fast and at the right cost. It's it's just so much better to work with a provider that the data just the platform just works. So the next step in our journey with Mercury for Snowflake is to bring in our capabilities into a native app. Having the ability to install native apps in our client's own Snowflake environment, where we basically we don't move the their data to our app app anymore.
We are really interested in exploring possibilities of using Cortex and AI functions to monitor ongoing data quality, to do data hygiene.
It's going to help us with, with things like document AI for contract management, for things like internal, document management for just trainings. It's gonna help with the marketing journey for our clients as well.
