Dentsu-owned customer experience management (CXM) company Merkle is announcing the launch of a practice that will combine Google’s suite of services into a single AI-powered offering.

Aimed at connecting brands with “expanded analytics and data capabilities” for stronger performance on Google platforms, the exercise will be led by L Kanagavel, Managing Director of Display Technology at Dentsu UK, and Neil Collins, Head of Experience Analytics and EdTech at Merkle. ,

Merkley cited an “urgent need” for seamless integration of the Google ecosystem’s capabilities in areas such as digital analytics, edtech, data engineering and data strategy. It added that the exercise will meet marketers’ demands for customer experience solutions and privacy-focused measurement.

Merkle will also launch the accelerator – a technology originally built into the Google environment. Using AI, the program will automate the deployment of Google’s suite of solutions – including Google Analytics, Google Marketing Platform and Google Cloud Platform – to help marketers save time and cost.

Collins said: “Data engineering capability and customer service management are now at the forefront of marketing. The leading first-party data capability of Merkle and Dentsu means we can add enormous value to customers in terms of validation and optimization of data transmitted through Google’s technology stack, as well as to the brands being built by Google Platforms. Can help keep pace with emerging opportunities.

According to Merkle, the exercise will be “the UK’s largest” of its kind – within a wider data, analytics and martech department, which is 800-strong in total.

The launch also follows Dentsu recently announced partnership With Google Cloud, that will see both companies continue to help brands connect with customers using generic AI technologies.

Kanagavel said: “It is incredibly exciting to launch the new Google Technology Practice at Merkle, which connects our clients with a market leading ecosystem of data, technology and customer experience capabilities. Our newly integrated team is a natural step as we seek to provide marketers with the most robust exposure across Google’s technology stack.

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