Merkury for Direct Mail Optimization

Merkury unifies customer and prospect PII data, site, app and media signals to a single, first-person ID. We enable addressable, personalized experiences across all channels and deliver enterprise identity for modern, data-driven marketing organizations.

Merkury's identity capabilities include:
- Input and output data sharing via Snowflake
- Resolution and hygiene of names, addresses, phone numbers, and email addresses to a single, persistent Merkury person ID
- Identifies anonymous website and app visits and resolve to Merkury person ID in real-time, with Merkury Tag, to create one ID across offline records and digital engagements and identify customers and prospects at a person level
- Performs real-time offline ID resolution, custom rules, and digital identity, and provides IDs and data back into source data management systems that feed mar-tech platforms like CDPs, ESPs
- Enables personalization at a total customer experience at person level, while also helping build and grow a "private", transparent, 1st-party identity universe

Hygiene and identity for direct mail optimizes deliverability PII-based list data for greater response.

Data Hygiene Services:
- U.S. Coding Accuracy Support System (CASS) certification
- U.S. Delivery Sequence File Second Generation (DSF2) processing
- U.S. Delivery Point Verification (DPV) processing
- U.S. LACSLink processing
- U.S. National Change of Address (NCOA) processing (48-month)
- Deceased identification
- Direct Marketing Association (DMA) do not mail identification
- Prison address identification
- Proprietary consumer change of address (PCOA) to extend beyond NCOA capabilities
- Proprietary address correction to extend beyond USPS address hygiene
- Merkle proprietary low yield identification to recognize low likelihood direct mail responders

Identity Services:
- Merkury Person ID assignment (for individual de-dupe)
- Merkury Household ID assignment (for household de-dupe)

Sample Tables Include:
- Identity Input
- Match Output
- Hygiene Output

Sample Fields Include:
- First Name
- Last Name
- Street Address
- City
- State
- Postal
- Suppression Indicators
- Merkury Person ID
- Merkury Household ID

Expected Workflow:

- Party reaches out to Merkle to discuss capabilities, options, processing terms, and pricing
- Merkle and Party agree on contractual terms
- Merkle and Party exchange processing details and set up Snowflake data sharing
- Merkle and Party begin processing data based on the agreed contractual terms

搜集汇总

背景与挑战

背景概述

Merkury数据集通过统一客户和个人身份信息，为直接邮件优化提供数据清洗和身份识别服务。它支持实时ID解析、地址验证和去重，并通过Snowflake实现数据共享，以提升营销活动的精准性和响应率。数据集包含身份输入、匹配输出和清洗输出等示例表，涵盖姓名、地址、个人ID等关键字段。