Data-driven performance marketing agency Merkle has acquired Comet Global Consulting, a provider of inbound and outbound CRM, marketing and real-time decision management solutions, for an undisclosed fee. The acquisition intends to cater to brands that are advancing to people-based marketing — helping companies reach their customers in moments that influence decisions and behaviors most.
The Comet acquisition continues Merkle’s international expansion efforts, previously acquiring London-based performance marketing and programmatic agency Periscopix and UK-based marketing solutions agency DBG.
“Comet’s capabilities in decision management are a strategic addition to Merkle’s current offering,” said George Gallate, CMO of Merkle, in an interview with Marketing ID. “They extend Merkle’s performance marketing offer and are a critical component in delivering customer strategy. Comet offers consulting, implementation and managed services. As well as adding to the capabilities of Merkle, the Comet acquisition further reinforces our commitment to Europe and our strength in the US.”
Through its partnerships with CRM software providers Pegasystems, IBM and SAS, Comet is able to implement advanced marketing automation and customer decision capabilities for clients such as DIRECTTV and Telefonica O2.
“As a real-time decision management leader in both the US and Europe, Comet’s strategic offering, geographical presence and impressive multi-national client roster are the perfect fit to bolster our offering and solidify our position as a global leader in performance marketing,” said David Williams, Chairman and CEO of Merkle, in a press release.