What Is Merkle?

Merkle is a global performance marketing agency specializing in delivering personalized customer experiences across digital channels. With expertise in data, technology, and analytics, Merkle helps brands drive growth through data-driven marketing strategies, customer relationship management (CRM), and media services. It offers solutions in areas like customer experience management, loyalty programs, and performance marketing.

What are the benefits of integrating MetaRouter with Merkle?

Enhanced Identity Resolution – Leverage Merkle’s identity data to improve user recognition across channels.
Seamless Data Delivery – Automatically send enriched event data from MetaRouter to Merkle for better audience insights.

Capabilities and Considerations

MetaRouter Anonymous ID – Passes the MetaRouter-generated anonymous ID for user tracking.
Sends Event Data – Can be mapped to forward various event types, including page views, user interactions, and conversions, to Merkle.
- By default, the starter kit is mapped to the "page" event. Contact your Merkle representative for guidance on mapping additional events.
User Information – Captures details like IP address, user agent, and email (if available) from event data.
Event Metadata – Forwards event details such as timestamps, message IDs, and original event properties.
Enriches Event Data – Adds contextual details like page URL and event properties before sending to Merkle.
Optional Identity Sync – Retrieves the Merkury ID and confidence score, which can be used for additional third-party integrations.

Identity Sync

Sync Available: Yes
Required for Starter Kit: No
Documentation: Merkle Sync

Sync Details

The Merkle ID Sync retrieves a unique Merkury user identifier (hmid) and a confidence score for identity resolution.
The hmid is not required for event-based use cases, so the Identity Sync is optional for event tracking.
If accepted by third-party vendors, the hmid and confidence score can be used for additional integrations.
Refer to the following documentation for step-by-step instructions on setting up the Merkle Identity Sync.

Setting Up the Merkle Starter Kit

1. Gather Credentials

Contact your Merkle representative to obtain your Account ID.

2. Add a Merkle Integration

Navigate to the Integration library, select Merkle, and configure the Connection Parameters:

Connection Parameter Description
ACCOUNT_ID Your account ID gathered from your Merkle representative.

Connection Parameter	Description
`ACCOUNT_ID`	Your account ID gathered from your Merkle representative.

3. Configure Event Mapping

MetaRouter provides all of the event mappings that Merkle integrations typically require. You may add custom events, parameters or mappings in accordance with Merkle’s API documentation. Please see below for details on event mapping.

4. Deploy to Pipeline

In the Pipelines tab, add your Merkle integration.
Select the correct integration revision
Click Add Integration to finalize deployment.

Event Mappings

Global

Global mappings will be applied to all events. If your parameter names do not match the Expected Inputs provided, you will need to overwrite the Inputs provided with your own.

Output Key	Description	Expected Input
`anonymousId` Required	String: Unique identifier for a user.	`anonymousId`
`type`	String: Type of event being tracked.	Expression: If `input.type == "page"`, returns `"viewpage"`, otherwise returns `input.type`.
`userAgent`	String: User agent string from the browser.	`context.userAgent`
`pageUrl`	String: URL of the page being visited.	Expression: Extracts `url` from `properties.url` or `context.page.url`.
`ipAddress` Required	String: IP address of the user.	`context.ip`
`rawEmail`	String: Raw email address of the user if available.	Expression: Extracts email from `traits.email` or `context.traits.email`.
`messageId`	String: Unique identifier for the event.	`messageId`
`event`	String: Name of the event being tracked.	`event`
`originalTimestamp`	Timestamp: Original timestamp of the event.	`originalTimestamp`
`receivedAt`	Timestamp: Timestamp when the event was received.	`receivedAt`
`sentAt`	Timestamp: Timestamp when the event was sent.	`sentAt`
`timestamp`	Timestamp: Main event timestamp.	`timestamp`
`properties`	Object: Event-specific properties.	`properties`
`context.page`	Object: Contextual information about the page.	`context.page`
`context.library`	Object: Metadata about the library used for tracking.	`context.library`

Event Specific

Page

Output Key	Description	Expected Input
`event`	String: Indicates that a page has been loaded.	Enrichment: `"Loaded a Page"`

Required & Recommended Identifiers

These identifiers must be mapped to Merkle in order for successful user matching to occur. Without these IDs, any events sent to Merkle may not be accurately reflected in reporting. For your convenience, required and recommended IDs are mapped as Global parameters to ensure they are added to every event.

Attribute	Example	Sync Injector Required?
anonymousId Required	4b0d3f5a-879c-4c8d-a2fa-0a12a1e5e3b4	No
ipAddress Required	192.168.1.100	No
userAgent Recommended	Mozilla/5.0 (Windows NT 10.0; Win64; x64)	No
rawEmail Recommended	[[email protected]]	No