Merkle, X+1 partner on segmentation tool

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Customer relationship agency Merkle and online ad-targeting firm X+1 have partnered to create a Web-based customer targeting and acquisition tool.

Merkle will integrate its data and analytics capabilities with X+1's targeting technology to enable the Digital Media Optimization platform. The service will allow marketers to collect customer data and target consumers, according to an April 7 statement from the two companies.

“Both Merkle and X+1 share a common DNA in information technology and analytics, and their importance in targeting and optimizing direct marketing communications across the entire enterprise,” said Craig Dempster, EVP and CMO of Merkle, via e-mail. “For the last six months, Merkle and X+1 have been working on developing an offering that allows marketers to gain more control over the effectiveness of digital media by applying the same direct marketing rigor they employ for all their direct response media.”

“This high-precision audience segmenting process will make their multi-channel campaigns more efficient and effective,” said Stephano Kim, president and COO of X+1, in a statement.

Last month, Merkle bought loyalty consultancy Metzner Schneider Associates. It is planning to leverage the buy to build an in-house loyalty practice, according to Merkle executives.

Merkle also recently hired Mark Weninger as its first chief creative officer. He is overseeing all creative from the company's seven offices and reports to co-presidents Tim Berry and Patrick Hennessy.

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