Intellicast S4E30 – Taking a Customer Journey with Mike Adamson of Merkle

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Intellicast S4E30 – Taking a Customer Journey with Mike Adamson of Merkle


Welcome back to Intellicast! We have a great episode for you today! We are joined today by Mike Adamson, Digital Brand Strategist with Merkle. Also making a return is Andrew DeCilles.

The episode kicks off with Brian Lamar, Mike, and Andrew talking about Mike’s background and how he ended up a Digital Strategist with Merkle. They also cover a bit about what a “Digital Strategist” does.

The guys then chat about Merkle’s cookie-less audience targeting tool, Merkury, and the news that it had been added to ActionIQ. Mike gives us some background on the tool, and it leads to a discussion about how the data it derives will be crucial in the near future.

This actually leads us into a discussion about the Customer Journey Process. Mike starts off by letting us know what actually the process is, what goes into developing one, and how organizations/clients use it. They then discuss the role research plays in developing the customer journey process, both qualitative and quantitative.

Mike talks about how both methods of research are needed to ensure that the journey is well-rounded and does not have any gaps.  He gives a couple of examples of how missing one of the components leads to problems.

Next, Mike discusses the approach Merkle takes when crafting customer journey processes for its clients. 

The guys then switch gears and bring back the 4 P’s.  We learn Mike is a self-taught Blues harmonica player, what his favorite podcasts are, as well as his best fishing story!

If you ever had questions about the customer journey process, this is the episode for you!

 If you want to learn more about Merkury, Merkle’s cookie-less audience targeting tool, visit the website here.

If you want to learn more about Merkle and how they can help you improve your customer journey process, click here to visit their website.

You can connect with Mike Adamson on LinkedIn here.

Thanks for listening!

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