Merkle

Customer Analytics

Merkle operates as a global, data-driven customer experience management firm built around proprietary consumer data and close ties to agency strategists, and it has been shifting its own focus from upper-funnel metrics toward what it calls the total experience economy. Merkle's proprietary data informs 60% of its client engagements alongside first-party data, and its GenCX platform supports self-service analysis through natural language queries. The firm codevelops accelerators with partners including Snowflake and integrates tools such as Qualtrics for segmentation work.

Customers described a strong preference for Merkle over larger consultancies, citing its command of person-level data, and found the firm proactive in the relationship, though some hoped for stronger ModelOps implementation. About a quarter of Merkle's analytics staff focus on vertical-specific work, lower than several peers, though the firm assigns a subject matter expert to every engagement. Forrester's evaluation names Merkle a top choice for building audiences through data enrichment.

Assessed at #5 in Top 10 Customer Analytics Service Providers.

Where this firm appears

• Top 10 customer analytics service providers Ranking · 23 September 2026

Sources

1. Top 10 Customer Analytics Service Providers
2. Merkle, official site