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1 © 2015 Merkle. All Rights Reserved. Confidential © 2015 Merkle. All Rights Reserved. Confidential

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2 © 2015 Merkle. All Rights Reserved. Confidential

Merkle - Company Overview

2

• Largest privately-held agency in U.S., Ad Age ’15

• 8th Largest CRM/Direct Marketing Agency, Ad Age ’15

• 4th Largest Search Marketing Agency, Ad Age ’15

• 13th Largest Mobile Agency, Ad Age ‘15

• Ad Age A-List: “Agency to Watch in 2012”

• Recognized by Forrester ’03, ‘06, ’07, ’10, ‘12 & ‘13

• Multiple DMA Innovation Award Winner ’10 ’13 ‘15

• UK Performance Media Agency of the Year ‘15

Quick facts Key partners

Sustained 25% growth since 1989 Awarded and recognized

Re

ven

ue

in m

illio

ns

• Privately held by current management since 1988

• 250+ world class clients

• 3,000 + Employees

• 17 locations around the world

• Manage over 150 marketing databases

• Manage 3.7 billion 1st party customer records

• Manage over $800 million in global digital media spend

• 2nd Largest Google Media Partner

• Facebook Customer Audience Partner

• Facebook Preferred Developer

• Twitter Tailored Audience Partner

• Google Doubleclick and Advanced Analytic Partner

• Adobe Preferred Partner

• Largest Exact Target US Agency Partner

$182 $210

$246 $266

$315

$382

$460

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$50

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2009 2010 2011 2012 2013 2014 2015E

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Our team includes a unique set of skills that allow us to deliver a completely integrated performance marketing solution

3

Account

Management

200+

Technology

Professionals

750+

Analytics

Professionals

450+

Consulting

Professionals

50+

Digital Media &

Creative

Professionals

750+

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We have a growing global footprint

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Baltimore, MD

Boston, MA

Denver, CO

Little Rock, AR

Minneapolis, MN

Hagerstown, MD

Montvale, NJ New York, NY

Philadelphia, PA Pittsburgh, PA

Our location strategy is designed to leverage market talent and client proximity.

Our delivery centers located in Baltimore, Boston, Denver, Shanghai

and Nanjing leverage abundant technology and analytic resources.

Like all modern operations, we work “beyond the office”, interacting with our clients at

their place of business and from our offices, virtually from our homes, and on the road.

Shanghai,

China

London,

England

Nanjing,

China

Chicago, IL

Charlottesville, VA

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Our clients represent many of the best global brands in the world

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and consumers

are changing

Leveraging addressable,

programmatic platforms

Activating 1st party data

Investing in marketing

technology

Shift in media

consumption patterns

Changing consumer

purchase behaviors

Mass consumer to

consumer engagement

marketers are

reacting by

There is a unique set of market conditions that is creating a perfect storm for marketers

Macro-trends are changing the landscape

All leading to a marketers desire to be customer centric

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Marketers can again create long-term sustainable competitive advantage by focusing on the customer

1950s+

Age of brand

1995+

Age of channel

2013+

Age of the customer

National media

and mass marketing

Internet

and eCommerce

Social networks

and digital media

Direct-to-consumer business

model transformation

Addressability At

Scale

Creation of national

brands

Contenders we see

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Marketers have capitalized on this opportunity before! This is the biggest opportunity in marketing history for Addressability competitive advantage!

The Rise of People Based Marketing

AAS 5.0 Person ID

AAS 1.0 Name & Address

AAS 2.0 Phone #

AAS 3.0 Email Address

AAS 4.0 Cookie & Device ID

1990 2015 The digital audience platform marketplace that is now at massive scale

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Integration of the marketer’s person-level data assets with addressable audience platforms creates the opportunity

Audience Platforms

Customers

3rd Party

Data

2nd Party

Data

CRM Database

1st Party Data

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1st Party

Data

2nd & 3rd

Party Data

CRM Database

Awareness

Consideration

Intent

Shopping

Purchase

Lead

Unknown

High-value customer

Unknown

High-value customer

Low-value customer

The Addressable

Mid Funnel

Desktop Phone Tablet TV

Singular experience from

consideration through purchase

Customer

Lifecycle

Customer

Lifecycle

The battle ground will be the new mid funnel of marketing powered by people based experiences

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Today’s marketer must master the 3 C’s to create user journeys that create competitive advantage

© 2014 Merkle, Inc. Proprietary & Confidential. All Rights Reserved.

CONTEXT

Everything we

know about

the customer

Every asset we

have to put in front

of the customer

CONTENT CONNECTIVITY

When we bring

the two together

in media and channels

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Core

Enabler

Performance Media

• Programmatic

• Mobile

• Social

• Re-targeting

• DSP/DMP

Cam

pa

ign

&

Pro

gra

m F

ocu

se

d

Customer Marketing

• Enterprise Segmentation

• Lifecycle Strategy

• Portfolio Management

• LTV Maximization Cu

sto

me

r V

alu

e

& P

ort

folio

Fo

cu

se

d

Omni-Channel Marketing

• Audience Planning

• Journey Mapping

• Cross Device Targeting &

Personalization

• Fractional Attribution

En

gag

em

en

t &

Ex

peri

en

ce

Fo

cu

se

d

Valu

e

Maturity

Mid Funnel

Supply Chain

Data Access &

Connectivity

Enterprise

Customer Strategy

3C’s

• Context

• Connectivity

• Content

Platform

Marketing Skills Core

Constraint

Business Case &

Organizational

Alignment

Nobody is really nailing this but maturity will create competitive advantage

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Audience Platforms

Ma

rketi

ng

Au

tom

ati

on

Identity Management

Onboarding CDI/DDI Cross Device

Ca

mp

aig

n M

an

ag

em

en

t M

RM

L

ea

d M

an

ag

em

en

t

Business Rules Engine

Decisioning Algorithms

Audience Management

Real-Time Data Transfer

Advanced Analytics

Attribution / Forecasting

Business Intelligence

Analytics Management

Platform

Data Management

Platform

Decision Management

Platform

Predictive Engine

Audience Syndication

Marketing Database Customer

360°

Data

Integration Event Stream

Loyalty Platform

Point Engine Reward

Management

Member

Administration

Channel Execution Media Execution

Site Contact Center Mobile POS Direct Mail Search Social Display Email DTV

Application Services

Data Services APIs Tag Management Preference Center

Content Management

Governance Workflow Distribution

The technology stack is foundational to success

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It is complicated but you can simplify your thinking

DATA MANAGEMENT

ANALYTICS & ORCHESTRATION

ADDRESSABLE PROGRAM DELIVERY

CO

NS

UM

ER

MA

RK

ET

ER

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The Marketing Technology Landscape

Aug 2011

~350 Companies ~950 Companies

The Advertising Technology Landscape

~ 100 Companies

Sep 2012 Jan 2014

Source: Luma Capital, http://chiefmartec.com

Help is on the way through market consolidation and key partnerships

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But its going to take more then technology and most are ill prepared

http://www.google.com/url?sa=i&source=images&cd=&cad=rja&docid=3w60r4VEI3DMlM&tbnid=ldd5p4fFlxz9qM:&ved=0CAgQjRwwAA&url=http://cloudtimes.org/2012/04/25/adobe-creative-cloud-new-standard-creative-professionals/&ei=HcUSUvZZtfngA4XQgdgF&psig=AFQjCNENH_KSi8BuYYGhAHXHyfPnH4XVGw&ust=1377048221053444

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Identity

Management

Audience

Management

Customer

Privacy &

Compliance

Experience

Design &

Creation

Media

Optimization

Channel

Optimization

Measurement

& Attribution

Marketing

Technology

Stack

Platform

Utilization

Platform

Data

Platform

Execution

Platform

Enablers

Platform Marketing Competency Matrix

To operate in this new modern marketing world you will need Platform Marketer competencies


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Services

• Attribution

• Site Analytics

• Media Mix Modeling

• Forecasting & Scenario Planning

• Cross-channel Reporting

• SEM/SEO

• Programmatic Display

• Paid Social

• Retargeting

• Email/Direct Mail

• Lead Nurture Services

• User Experience

• Performance Content/Creative

• Audience Planning

• Experience/Content Planning

• Media Planning

• Content/Ads Creation

• Addressable Targeting Decisioning

• Content Personalization Decisioning

• Testing Strategy

• Marketing Database

• DataSource

• Data Eval & Sourcing

• Systems Integration

• Connected Recognition

• Data Hygiene/Processing

Reporting & Insights

Attribution Analytic Tools

Planning

Tag Management

Dynamic Creative Content Management

Mobile Apps

Retail/Store Premium Pubs

Onboarding

DMP

Data Enhancement Data Sourcing

Identity Management

Marketing Database

Decision Management

Twitter

Facebook

Email

Direct Mail

Other

LinkedIn Addressable TV

PERSON PLATFORMS

DSP

SSP

RSLA

Ad Server

COOKIE PLATFORMS

Platform

Call Center

Mobile Apps

Site

Retail/Store

CHANNELS

Campaign Management

WO

RK

FL

OW

Ultimately, you will need to rationalize, technology, competencies and the supply chain to……

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