Marketing automation platform Marketo has entered into a global partnership with WPP digital agency Wunderman that will combine Marketos engagement marketing platform and measurement capabilities with Wundermans strengths in data, analytics and creative execution.

The partnership will put data and measurement behind every customer interaction for brands who deal with Wunderman, using the companys 890m-plus consumer profiles to power a new solution the companies are calling insight-driven engagement.

The alliance was created in response to the current digital landscape, where marketers have become the stewards of the customer. By joining Marketos platform with Wundermans comprehensive approach to data-driven insights and engagement, the two firms are hoping to enable brands to engage customers in a cohesive way across all digital channels, and measure how their marketing spend drives revenue.

“Brands are demanding a deeper understanding of their customers and more complex metrics than ever before,” said Phil Fernandez, chairman and CEO of Marketo. “This partnership foretells the natural future of the advertising and marketing relationship, one in which CMOs can sleep better at night not only knowing theyre reaching tens of thousands of customers with the right message at the right time, but that they can clearly demonstrate the impact of their spend.”

Brands that leverage Wundermans suite of services will now also be able to execute, track and optimise their campaigns through Marketo. In addition, the partnership will enable Wunderman to deploy applications across Marketos platform, which will in turn integrate in real-time with Wundermans proprietary data management platform, Zipline.

“Marketing automation has tremendous potential but consumers dont want to feel that a machine is talking to them,” said Mark Read, global CEO of Wunderman. “Today, consumers expect real content that speaks to them as individuals – which is where Wundermans unique blend of creativity and data can be most effective.

“Our partnership with Marketo will deliver this to Wundermans clients through greater expertise with their platform and access to our unique data pre-loaded into Marketo.”