According to a recent press release, “Merkle (www.merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, today announced the launch of Rapid Audience Layer (RAL), a public cloud-based marketing data management solution. As an entry-level data management offering, RAL enables the fast integration of multiple data sources to deliver rich audience insights. RAL offers a centralized way to store multiple data feeds, including CRM, digital, and third-party data. Leveraging the latest scalable cloud technologies and shared support teams, RAL is a quick-to-implement solution that provides marketers with the benefits of a preliminary data management environment through a user-friendly platform. Powered by Merkle’s Connected Recognition™ technology, the RAL solution offers standard data hygiene and identity resolution, allowing marketers to recognize the same individual across several data sources.”

The release continues, “Since transitioning to the RAL solution, Merkle clients have seen a 50 percent reduction in time spent on data management and manipulation, with additional results showing 25 percent quicker onboarding and a 32 percent decrease of duplicative customer and prospect records after customer data integration (CDI) processing. RAL quickly drives insights in four key ways: (1) Ingest – Automatically imports data into tables (digital, CRM, third-party, and ad hoc data) for immediate storage by prioritizing, validating, and staging it. (2) Identify – Cleanses, matches, and stitches identities to each customer, creating a consolidated graph of customers, prospects, and households. (3) Load – Extracts data from the staging area and transforms it into the destination’s supported format. (4) Analyze – Enables the querying of data and tackles analytic workloads to build insights and data visualization. Easily integrates with business intelligence (BI) and data science tools.”

Read more at Business Wire.

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