From Metadata to Microchips: Personalized Commerce at Scale - S820

With increasing market demand for direct-to-consumer offerings, Merck Animal Health developed ambitious plans to expand beyond traditional B2B commerce strategy and offer membership services directly to individual pet owners. Expanding Home Again’s e-commerce offering required a holistic approach to digital transformation, impacting technology, operations, processes, and marketing. Collaborating with EY and Adobe, the company adopted a cloud-based e-commerce platform with improved data capabilities. Join Merck Animal Health CIO Bob Scheller, EY Managing Director, Technology Consulting, Giri Durbhakula, and Adobe Life Sciences leader Tom Swanson as they share the journey to create a personalized direct-to-consumer buying experience. 

Learn how Merck Animal Health:

• Connects animals and people for a smarter future with a rich portfolio of science and technology
• Transformed from a purpose-built environment to one that is flexible and has the agility to drive a higher level of engagement with customers
• Established the foundation for subscription-based ecosystem
• Enabled access to customer insights across platforms

Track: Digital Commerce, Analytics for Customer Journeys, B2B Marketing, Content Management for Personalized Experiences, Customer Data Management, Personalization at Scale

Session Type: Session

Technical Level: General Audience

Presentation Style: Case/Use Study, Tips & Tricks

Audience Type: Business Analyst, Developer, Digital Analyst, Digital Marketer, IT Architect, IT Executive, Marketing Executive, Segmentation Specialist, Commerce Executive, Content Marketer, Data Scientist, Optimization Manager, Social Marketer, Product Manager, Operations/COO, Project Manager

Industry Focus: Commerce, Consumer Goods, Education, Healthcare/Lifesciences, Retail, Telecommunications

Business Type: B2B