Case Study: Samsung Electronics America achieves unified customer data and coordinated customer communications with Merkle

Samsung - Customer Case Study

Samsung Electronics America faced fragmented, low‑quality customer data spread across three business units that prevented consistent, customer‑centric marketing. To tackle this, Samsung engaged Merkle to provide integrated customer marketing and data management services to clean, consolidate and profile its customer data.

Merkle built a single secure customer database, profiled high‑value segments and mapped coordinated communications so interactions (calls, registrations, emails) feed one source of truth. Merkle’s solution delivered consistent touchpoints—opt‑in follow‑up emails, unified tone and return addresses—and improved targeting and message consistency, creating a measurable foundation for stronger campaign relevance and future purchase recommendations.

Samsung

Kris Narayanan

Director- Integrated Marketing