ParAccel and Merkle Deliver Near Real Time Insights and Customer Knowledge

September 12, 2012

Analytic Platform Provides Near Real Time Data Integration and Analytics on Over 2.5 Billion Rows of Customer Data
CAMPBELL, CA-- Sep 12, 2012 - Every day, companies look to Merkle, an industry leading customer relationship marketing agency, to provide them with the ability to segment their customer base and create personalized marketing campaigns for competitive advantage. To accomplish this, Merkle has expanded its use of the ParAccel Analytic Platform, which is at the core of its customer data integration application.

Because ParAccel is built from the ground up to handle any type of analytics on massive amounts of data, Merkle is able to use data in a more granular form. The agency is able to generate a targeted list of consumers based on over 100 specific attributes for each client's marketing objectives and audience. ParAccel's support for detailed data allows its clients to get more accurate results, while processing more data, faster than competing offerings.

"With the customer database at the core of our business, we consistently beat our competitors with more customer dimensions, more recent data, more sophisticated analytics, better matching, and quicker response times," said Peter Rogers, vice president, technology at Merkle. "ParAccel currently allows our clients to match new customer records to 2.5 billion rows of customer data on a daily basis."

The expanded application now stores 200 terabytes of raw data, compressing it down to 50 terabytes on ParAccel, giving Merkle the ability to offer its clients better matching options to fine tune its targeted marketing and improve conversion rates. The company has also added new regions, increased the number of analysts accessing their system, and moved to daily updates compared to previous weekly updates.

ParAccel's massively parallel architecture allows Merkle to predict growth, scale in linear fashion, and add new clients with node-by-node expansion. This flexibility aligns the cost of infrastructure with revenue and customer requirements.

"Merkle originally selected ParAccel because of winning execution speed and price performance," said Rogers, citing that the agency plans continued expansion of the application footprint because of ParAccel's ongoing speed of innovation, new additions of in-database analytics, increased support of analytic functions, and on-demand integration of external data sources.

"Today's consumers are more selective than ever and fundamentally this is changing the way companies target customers and promote their marketing campaigns," said Chuck Berger, CEO at ParAccel. "Merkle is a role model for the way analytics can help drive business innovation by tightening the focus on customer needs."

About ParAccel
To gain a competitive advantage in a fast paced, data-driven world, companies need immediate answers to any business question they decide to ask. As the leading analytic platform provider, ParAccel delivers an environment for unconstrained analytics and opens the door for companies to accelerate, innovate and compete. ParAccel Analytic Platform combines an analytic database with extensibility and integration technology as a foundation for running big data analytics, anytime, anywhere. ParAccel's Fortune 1000 customers, in digital media, retail, financial services, healthcare and government, are testing the bounds of unconstrained analytics with the most powerful, most interactive analytic platform in the world. For more information please contact us at info@paraccel.com or 866-903-0335. The conversation continues on Twitter, Facebook and LinkedIn.

About Merkle
Merkle, a customer relationship marketing (CRM) firm, is the nation's largest privately-held agency. For more than 20 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. By combining a complete range of marketing, technical, analytical and creative disciplines, Merkle works with clients to design, execute and evaluate connected CRM programs. With more than 1,600 employees, the privately held corporation is headquartered near Baltimore in Columbia, Maryland with additional offices in Boston; Chicago; Denver; Little Rock; Minneapolis; New York; Philadelphia; Pittsburgh; San Francisco; Hagerstown, MD and Shanghai. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com.