Dentsu CXM

One of the largest data-driven CX and performance marketing practices globally, anchored by Merkle within the Dentsu Group network

Dentsu CXM is the customer experience management practice within Dentsu Group, one of the world's largest advertising and communications conglomerates headquartered in Tokyo, Japan. Dentsu CXM brings together a portfolio of specialized agencies and capabilities — including Merkle, the data-driven performance marketing agency — to help enterprise brands design, build, and optimize end-to-end customer experiences across digital and physical touchpoints. The practice integrates data science, marketing technology, creative services, and consulting to deliver personalized customer journeys at scale. At the core of Dentsu CXM is Merkle, acquired by Dentsu in 2016, which serves as the primary engine for data-driven CRM, loyalty, and performance marketing. The broader CXM practice encompasses capabilities in customer strategy, MarTech implementation, identity resolution, loyalty programs, and omnichannel engagement. Dentsu CXM works closely with major platforms including Salesforce, Adobe, and Google to implement and optimize marketing technology stacks for Fortune 500 clients. In the AdTech and MarTech ecosystem, Dentsu CXM occupies a significant position as a full-service CX transformation partner, competing with consulting-led agencies like Publicis Sapient, Accenture Song, and WPP's customer experience units. Its differentiation lies in the combination of Merkle's deep data and analytics heritage with Dentsu's global creative and media scale, enabling integrated campaigns that span strategy, technology, and execution.