Merkle on Wednesday revealed its purchase of UK-based Comet Global Consulting, a provider of CRM and marketing solutions. It did not disclose terms.
This acquisition marks the third and largest for Merkle within nine months, growing its European employee base to more than 500. The deal comes at the end of Merkle’s five-year global growth plan.
Comet offers Merkle opportunities in key US and European markets.
“By having operations within [the United Kingdom] market, we’re able to provide a much stronger and knowledgeable approach to that market and service,” said Merkle CMO George Gallate.
Comet has offices in London, Barcelona and Atlanta.
“Comet analyzes and interprets massive amounts of data [in real time] on customers to figure out what the best offer is for the individual,” Gallate said. “Likewise, if a customer is going to turn, Comet allows the marketer to understand the value … and potential of that customer in the future.”
Prior to Comet, Merkle most recently acquired DBG, a London-based data marketing agency that offers similar services around data-driven marketing and campaign management, as well as key partnerships in the auto vertical.
In May Merkle acquired Periscopix, another London-based performance marketing firm that specializes in programmatic buying.
“Periscopix and DBG are the two core parts of the Merkle offering in Europe. Comet is an addition to the service that we offer,” Gallate said.
Gallate noted some competition, but shared clients and customer-centric approaches made the acquisition an obvious cultural and strategic fit.
