Merkle Partners with 4C to Drive Innovation and ROI for Clients

Apr 01, 2015

Merkle now using 4C’s socially-derived insights to craft ad campaigns that reach people – not demographics

CHICAGO, IL – April 1, 2015 – 4C Insights, Inc. which utilizes socially-derived insights to power the future of advertising, and Merkle, a leading technology-enabled, data-driven performance marketing agency, are proud to announce a new partnership that allows Merkle to utilize 4C’s social buying platform to create effective campaigns for its clients.

Merkle selected 4C following a six-month, multi-round competitive evaluation which incorporated tests of each platform’s ease of use, optimization, effectiveness and customer service.

4C’s platform is built on more than 30 years of research in computational science by Founder and Chief Scientist Dr. Alok Choudhary, as well as more than eight years of social data experience. Its proprietary technology analyzes Facebook, Twitter, and LinkedIn using 4C’s proprietary Affinity metrics to harness the richest collection of unbiased behavioral and interest data ever amassed. By sifting through trillions of pieces of data, 4C can deliver actionable brand-specific insights for over 1.5 billion individual consumers, their interests and behaviors and measure impact on brand preference.

“4C not only delivered the cutting-edge functionality that we needed, but they have deep product expertise and strategic insights that has allowed us to quickly and easily set up campaigns for our clients,” explained Angelina Eng, Merkle’s Vice President of Platform Solutions & Activation.“What has most impressed us is the level of partnership and customer service – right down to a weekly physical presence in our offices.”

Following the formal selection, Merkle was able to transition an initial wave of clients from its previous legacy vendor to 4C’s tool in only two weeks. To date, 95% of Merke’s paid social campaigns for Tier 1 clients are being run through 4C.

“The transition was seamless,” stated George Tarnopolsky, Merkle’s Senior Director of Platform Solutions & Activation. “With 4C, we are able to deploy social campaigns in half the time required for setup in our previous providers. These efficiencies allow our team to focus on strategy, insights, and optimization instead of setup.   With 4C, we have robust optimization controls at our fingertips, all in a self-service platform.”

“Merkle has been delivering innovative and successful campaigns to its clients for more than 25 years,” said Lance Neuhauser, 4C CEO. “It is an honor to become a Merkle partner. We are confident that with 4C’s socially-derived insights, we can bring the effectiveness of those campaigns to a new level.”

About Merkle

Merkle is a data-driven, technology-enabled performance marketing agency. For more than 25 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle, the nation’s largest privately-held agency, to maximize the value of their customer portfolios. By combining a complete range of marketing, technical, analytical and creative disciplines, Merkle works with clients to design, execute and evaluate connected CRM programs. With more than 2,600 employees, the privately held corporation is headquartered in Columbia, Maryland with additional offices in Bend, OR; Boston; Charlottesville, VA; Chicago; Denver; Little Rock; London; Minneapolis; Montvale, NJ; Nanjing; New York; Philadelphia; Pittsburgh; San Francisco; Hagerstown, MD and Shanghai. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.

About 4C

4C is a social intelligence platform that collects public social data and applies its proprietary data science algorithms to determine the affinities between audiences and brands. It combines more than 30 years of Northwestern University research in computational science by Founder and Chief Scientist, Dr. Alok Choudhary, with proven advertising acumen to reveal new audience insight for brands and agencies. It is one of a handful of companies worldwide that is both a Facebook Preferred Marketing Developer Ads and Insights partner, is Twitter Ads Certified, and a LinkedIn Certified Sponsored Updates Partner. The company has offices in Chicago, New York, Seattle and Singapore. For more information, visit https://www.4Cinsights.com/.