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The Limited Picks Merkle for Customer Marketing

January 12, 2009
Merkle, a database marketing agency, has announced it has been selected by The Limited to support its nationwide customer marketing programs.
 
The multi-year agreement calls for Merkle to provide a marketing database infrastructure, database marketing strategy, advanced analytics and other such customer insight for the retailer.
 
Sara Cisler, Director, CRM, The Limited, said the basic intent behind the move is to allow the clothier to “effectively promote our brand and improve customer loyalty.”
 
Merkle uses a database marketing infrastructure called a Knowledge Center which will be used as the foundation for The Limited’s marketing efforts. Merkle will partner with the vendor to use the database for testing, modeling and analyzing consumer data, with the goal being that it will “provide a view into customers, their preferences and their buying behavior over time,” for the retailer’s current customer marketing database of seven million customers.
 
In September, TMC reported that Merkle was named to Deloitte's (News - Alert) "Technology Fast 50 Program" for the Maryland.
 
The program ranks the top 50 fastest growing technology, media, telecommunications and life sciences companies in the area by Deloitte & Touche USA. Rankings are based on the percentage of revenue growth over five years from 2003-2007.
 
To qualify for the Technology Fast 50, companies must have had operating revenues of at least $50,000 in 2003 and $5,000,000 in 2007 and be headquartered in Maryland. A nominee must also be a company that owns proprietary technology or proprietary intellectual property that contributes to a significant portion of the company's operating revenues or devotes a significant proportion of revenues to the research and development of technology.
 
David Williams, President and CEO, Merkle, noted that yeah, a strong brand and a high degree of customer loyalty are “extremely helpful” in the “current economy,” marketers should also consider adopting “analytically driven marketing approaches,” integrating data from multiple media and channels to divine customer preferences and behavior.
 
Merkle’s a privately-held corporation headquartered near Baltimore in Columbia, Maryland with additional locations in Boston, Chicago, Denver, Little Rock, Philadelphia, Seattle and Hagerstown, Maryland.

David Sims is a contributing editor for TMCnet. To read more of David's articles, please visit his columnist page. He also blogs for TMCnet here.

Edited by Stefania Viscusi
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