CASE STUDY Business Problem Overview Merkle applies an industry-focused methodology to the solutions it provides to its clients, from customer strategy consulting, to audience and experience planning, to experience design and creation, to performance media and site execution. At the heart of these solutions is Merkle’s deep heritage in the data, analytics, and technology capabilities that enable them. One key service that Merkle provides its clients is audience creation—identifying people who are likely to engage with a particular marketing campaign in a meaningful way. With increased competition, this type of service has become increasingly commoditized, intensifying pressure on marketing agencies (like Merkle) to advance their machine learning techniques to gain richer insigh

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