Case Study: Merkle Enables Privacy-Safe Personalized Marketing with AWS Glue and AWS

Merkle Builds Customer 360s and Data Clean Rooms on AWS, Enables Personalized, Privacy-Safe Marketing

Merkle, a technology-driven customer experience management company, faced a major challenge as privacy regulations like GDPR and CCPA reshaped digital marketing and third-party cookies disappeared. To help marketers continue building personalized campaigns in a compliant way, Merkle used AWS Glue along with other AWS services to develop Merkury, an identity resolution solution for customer 360s and privacy-safe data clean rooms.

Using AWS, Merkle unified first-party customer data in Amazon Redshift and Amazon S3, transformed it with AWS Glue, and supported near-real-time processing with AWS Lambda and Amazon Kinesis. The result was a faster, more secure way to build and activate targeted marketing campaigns, cutting development from months to days or weeks, reducing infrastructure burden, and simplifying compliance for customers.

Merkle

Ankur Jain

Senior Vice President and Global Cloud Practice Lead