Merkle this month launched Archie, a campaign reporting tool that unifies performance measurement across media and CRM channels. According to Merkle, Archie achieves results seven times faster and using 60 percent fewer resources on maintenance.
Merkle says marketers who work with Archie can begin with basic or advanced campaign reporting and have options to adjust and expand reports based on the organization’s needs.
The Merkle team used Google Cloud Platform (GCP) to integrate media data from Google Marketing Platform (GMP) into Archie across 200 client users.
“With Archie, Merkle now centralizes marketing performance measurement, applying data standards and a templatized approach with the industry’s best-in-class technologies, Google Cloud Platform (GCP) and Tableau,” said Alex Yoder, executive vice president, analytics at Merkle. “As a trusted partner to our clients, we leverage Archie to understand basic insights, set benchmarks, help align internal stakeholders, and deliver quick wins. Within the solution, we can dramatically advance the discovery of complex analytical modeling on the same data set. We use Archie to help clients swiftly stand up marketing campaign reporting and deliver advanced measurement like attribution, media mix modeling, connected attribution, and customer journey analytics.”