Merkle, Dentsu’s leading technology-enabled, data-driven customer experience management (CXM) company, announced that it is strengthening its relationship with Braze and has been designated as a premium partner in the Braze Alloys Partner Programme. Merkle and Braze’s expanded partnership will allow more of the world’s leading brands to leverage sophisticated customer engagement strategies that drive loyalty and retention to fuel business growth.
Merkle has become a strategic part of a best-in-class ecosystem of technology and solutions partners that help Braze customers integrate, customise, and amplify customer engagement capabilities since joining Braze Alloys in 2020. This expansion makes it easier for customers to collaborate with agencies, consultancies, and other partners, as well as Braze and its ecosystem of technology partners, to deliver highly personalised, highly effective brand experiences at scale.
Merkury assists businesses in growing and owning their own cookieless private identity graph. First-party data is used as a competitive differentiator and strategic asset to better recognise, understand, and personalise customer experiences across all channels in real-time. Brands can more accurately recognise previously unknown site visitors after adding the Merkury tag to their website. The enhanced recognition is then seamlessly integrated into the Braze profile, providing users with improved personalization. The Merkury tag increases email reach and associated revenue by 30% on average, assisting in driving business results.
“Merkle is thrilled to be working with Braze as part of the Alloys ecosystem.” Merkury provides Braze users with a scaled identity solution that “resolves known and anonymous data to a single person ID, driving personalised experiences in every moment,” according to Gerry Bavaro, Merkury’s chief strategy officer. “Higher identity recognition rates on the site convert anonymous visitors into contactable customers and prospects.” As a result, consumer engagement and brand revenue have increased.”
Braze is a customer engagement platform that assists brands in establishing customer-centric interactions and driving growth through data-driven, cross-channel interactions. Braze believes strongly in the power of a strong ecosystem and recognises that in order to effectively connect with customers today, brands require a customer engagement platform that integrates with their overall technology and services stack. In 2018, the Braze Alloys Partner Programme was introduced to assist customers in augmenting and deploying relevant, memorable experiences built on the Braze customer engagement platform. Since then, the programme has expanded to include over 260+ technology partners and 1000+ solution partners, allowing brands to conceptualise creative campaigns and deliver real-time customer experiences.
“Now, more than ever, it’s critical for brands to have personalised engagement strategies that reach consumers when it matters the most,” said Myles Kleeger, President and Chief Commercial Officer of Braze. “It’s exciting to see the growing momentum for our Braze Alloys solutions partner programme.” We anticipate continued success and collaboration as we collaborate with our partners to power brilliant customer engagement strategies that propel brand growth.”