Merkle Brings Consumer DataSource to UK

Data-driven agency Merkle has rolled out its proprietary platform DataSource in the UK. The tool helps marketers to assess online and off-line customer behaviour while matching their first party data to other sources across any device and channel.

DataSource now combines off-line and online datasets to create one identity graph based on 51 million UK consumers across 26 million addresses and 40 million e-mails, all underpinned by an off-line and digital consumer identifier. Merkle says this central hub of 'best-performing, market agnostic data' enables clients to manage, activate and measure consumer relationships across all touchpoints.

In the UK, Merkle has integrated data from a range of partnerships including Experian, life events specialist Twenty CI, automotive specialist RegIt and CAP HPI, and location specialist the Local Data Company, with more to be announced in the coming months. Nick McCarthy (pictured), SVP Data Solutions, Merkle EMEA comments: 'DataSource provides clients with a holistic view of the consumer across both off-line and online environments, using a data ecosystem designed with compliance at its core to deliver relevant experiences across the entire marketing landscape'.

Web site: www.merkleinc.com .