Merkle and Pegasystems Partner To Orchestrate Real-Time Personalization Between Digital Advertising, Customer Service, and Marketing Channels

Pegasystems Inc. (NASDAQ: PEGA), the software company empowering the world’s leading enterprises with strategic business applications, and Merkle, a leading technology-enabled, data-driven performance marketing agency, today announced a partnership that will enable businesses to connect advertising with marketing and customer service channels to drive more personalized customer experiences. The announcement was made at the annual Pegaworld conference being held in Las Vegas.
While the convergence of advertising, marketing, and servicing has been long anticipated, most organizations still operate these functions in silos, creating disconnected customer experiences. For example, many consumers have experienced being served online ads for a product just purchased earlier in the day – which not only wastes an opportunity to upsell but also leaves a poor brand impression.
The integration between Pegasystems and Merkle unifies deep first-party data from customer relationship management (CRM) applications with third-party digital advertising data in a closed loop process. Powered by the Pega Customer Decision Hub with advanced analytics and adaptive learning, the solution intelligently drives the next best engagement action based on real-time customer behaviors across all customer engagement channels. With bidirectional data capabilities, this enables advertising, marketing, retail, and customer service to work in concert to provide more relevant and timely interactions – from online ads and email campaigns to customer service calls.