NEWS30 October 2018

Merkle rolls out data hub to UK

Data analytics Europe News North America UK

UK – Dentsu Aegis-owned performance marketing agency Merkle has launched what it terms its ‘people-based’ consumer data platform in the UK.

The DataSource hub combines offline and online data sets to create one identity graph, and contains insights on 51 million consumers. According to Merkle, marketers can use the platform to match their first-party data to other types of data, on all devices and channels.

In the UK, the platform includes data sets from partnerships with Experian, Twenty CI, RegIt, CAP HPI and the Local Data Company.

Nick McCarthy, senior vice-president of data solutions at Merkle EMEA, said: “DataSource provides clients with a holistic view of the consumer across both offline and online environments, using a data ecosystem designed with compliance at its core to deliver relevant experiences across the entire marketing landscape.”