CHINA

Next Generation of Data-Driven Full Service Performance Marketing Agency in China

Merkle &c is an integrated agency within Dentsu Aegis Network (DAN) China that specializes in digital and performance media, data analytics, CRM, marketing technology, and loyalty programs.  For a combined 40+ years, Merkle and &c have worked as separate organizations to maximize the value of their customer portfolios. The Merkle and &c brands merged in 2018 to combine &c’s leadership in digital marketing with Merkle’s deep heritage in data, analytics, and technology to establish Merkle &c as the undisputed leader of data driven full service performance marketing in China. Merkle &c has more than 800 employees and offices in Beijing, Shanghai, Nanjing and Guangzhou.

For more information, please visit www.merkleinc.com and www.and-c.com.

DELL GMDB Improves Marketing Performance

DELL GMDB Improves Marketing Performance


DELL expected to expand new business by acquiring new consumers but lacked knowledge of customers due to siloed data and insufficient analytical insights.

Merkle integrated and enhanced 1st party and 3rd party data to create 360-degree customer profiles and marketing rules that are customized to DELL’s business needs, and supported digital analytics. We leveraged our industry experience to design personalized, continuously optimized CRM solutions that are based on the specific customer profile.

NBA Cross Channel Loyalty Program

NBA Cross Channel Loyalty Program


NBA China did not have any membership system in place to acquire and manage customer/fans. Its customer data was held on multiple 3rd party vendors, and NBA did not have any customer data for marketing insights.

Merkle collected, hygiene and integrated customer data from multi data sources, defined membership strategy and set up loyalty system, created fan segmentation based on fan behavior and membership status.

Now the Loyalty system has been launched for close loop test. More than 400K fans have registered to loyalty program, 64%+ of members are active members. Member engagement data has been collected for future segmentation and customized communication.

CRM Solution Boosts Local Performance

CRM Solution Boosts Local Performance


The client’s brand was new to China market with low awareness and credibility, establishment of market entry model was incomplete, and no customer database or loyalty program implemented.

Merkle built a centralized, extendable, connected marketing database to support BI, analytics, and campaign solution; launched membership programs across platforms, implementing points system, tier system, and membership events; integrated current campaigns to build traffic funnel model; and implemented e-commerce operation monitor, using net-spider to get raw data for 4P (price, platform, product, promotion) analysis.


Results: Multi-channel data volume in database up to 200k, enabling them to create and manage a 360-degree view of consumer. Analytics power up decision making as data sources and volume grow. Merkle helps client improve the user experience, adding great sales of the products. Each month, there are around 68,500 orders and RMB 24 million sales volume. In 6 months, customer retention rate reached 15% from 8%.

Olympic campaign of Amway Nutrilite

Olympic campaign of Amway Nutrilite

In the battlefield of Olympic campaign, &c. and Amway Nutrilite created a theme 用心萃炼,只为你赢 hand in hand to renew winning that a better version of oneself can be won by heart.

Highlights:

1, Strong platform cooperation to back up Amway Nutrilite.

2, With the help of big data, new social marketing form was created.

3, Scene marketing to cover all tracks of potential customers.
 
Performance:

95% sales men of Amway with 40 million customers or potential customers was reached effectively.

The whole campaign reached 10 billion impression and nearly 20 million people participated.

Brand impact is enhanced by content and deep communication.

Brand reputation is enhanced with the help of sports stars and KOLs. 
LYNK & CO

LYNK & CO

 
Highlights:
&c. chose the hottest live broadcasting to communicate this LYNK & CO launch event mixing overseas site with domestic site. Six domestic large portal media and vertical media with two live platforms which are Douyu.com and Longzhu.com rebroadcasted this event. Audiences could interact with each other over bullet screen. During warm-up period, an H5 page with theme 异想车开 to draw attentions and attract potential customers.
 
Meanwhile on social platform, KOLs created a buzz for LYNK & CO launch event and brought a huge hash tag discussion in order to communicate WOM on social media.
 
Performance:
On 20th, October, the event reached over 135 million times, with 5 million times video display. H5 page reached 6 thousand unique visitors. 230 thousand times reading times on social media.

With this new form of media communication, the brand idea of LYNK & CO which is personality, open and interconnection is carried out perfectly.