Merkle, dentsu’s leading customer experience management (CXM) company, has created the UK’s largest Google Technology Practice by integrating Google Marketing Platform and Google Cloud Platform teams across the dentsu group. This launch addresses the pressing need for seamless integration of capabilities in digital analytics, ad tech, data engineering, AI, and data strategy, fulfilling marketers’ evolving demands for comprehensive customer experience solutions, and privacy-centric measurement.
The new practice will also see the launch of Accelerator, a new leading technology built natively in the Google environment. Accelerator will deliver unparalleled time-to-value by automating configuration, deployment and activation of advanced marketing analytics solutions. This suite empowers businesses to leverage Google Analytics, Google Marketing Platform, and Google Cloud Platform seamlessly and efficiently, thereby propelling them toward success in an increasingly competitive landscape.
The Merkle Google Technology Practice stands at the forefront of the industry, boasting the highest number of certified professionals and the first Google Marketing Platform Reseller in the UK to have verified experience across Google’s full GMP Menu of Services. Housed within Merkle’s 800-strong Data, Analytics, and Martech department, the Google Technology Practice connects brands with extended analytics and data capabilities to drive the strongest performance on Google platforms.
Launch of the new practice underscores Merkle’s firm commitment to leading the market with innovation, following the recent announcement of dentsu’s broader partnership with Google Cloud on Generative AI technologies. As a future facing, AI-enabled practice, Merkle and the Google Technology Practice are uniquely placed to help brands connect closer with customers and create value from emerging technology.
Merkle’s Google Technology Practice will be led by El Kanagavel, Managing Director Performance Technology at dentsu UK, and Neil Collins, Head of Experience Analytics and Ad Tech at Merkle, who will take on new roles as Co-Managing Directors of the Google Technology Practice.
El Kanagavel, Co-Managing Director, at Merkle said: “It is incredibly exciting to launch the new Google Technology Practice in Merkle, connecting our clients to a market leading ecosystem of data, technology, and customer experience capabilities. Our newly integrated team is a natural step forward as we seek to offer marketers the strongest performance on Google’s tech stack.”
Neil Collins, Co-Managing Director at Merkle said: “Data engineering capability and CXM is now at the forefront of marketing. Merkle and dentsu’s leading first party data capability means we can add huge value to clients in terms of verification and optimisation of data channelled through Google’s technology stack as well as helping brands keep pace with the emerging opportunities the Google platform is creating.”
Tim Collier, UKI Head of GMP Partnerships at Google commented: “We are excited to partner with Merkle to bring their expertise in Google Marketing Platform and Google Cloud Platform to our customers. Merkle and dentsu have both historically been highly successful Google Enterprise Partners due to their proven track record, expertise in first-party data, and commitment to innovation with Google platforms. By bringing these capabilities together within Merkle, the new Google Technology Practice is even better placed to help customers accelerate their digital transformation and achieve their business goals.”