Merkle, a dentsu company

Merkle operates a hybrid services-and-software model. It sells strategic consulting, operational transformation, design, engineering, analytics, and loyalty services to large enterprises, then deepens those relationships through implementation and ongoing managed services. It also monetises proprietary platforms that support identity resolution, customer data activation, and loyalty management, often embedding these products inside broader transformation programmes. This creates recurring revenue through retainers, project work, platform licensing, and data-related usage.

Merkle is a customer experience and digital transformation business within dentsu that combines consulting, engineering, analytics, loyalty, and proprietary data and identity software. Its core offering spans enterprise advisory and implementation services alongside owned platforms such as Merkury, an identity and customer data platform, and LoyaltyPlus, a loyalty management platform. The business serves enterprise marketing, data, IT, product, and customer experience teams.

Merkle makes money primarily through enterprise consulting, managed services, implementation work, and longer-term transformation engagements, with additional software and platform revenue from SaaS-style licensing and data-enabled products. Its client value proposition is the ability to connect identity, customer data, platform engineering, analytics, and activation across major enterprise martech ecosystems.